Indian cricketing icon MS Dhoni has invested in Kuku and joined its premium short-form app Kuku TV as brand ambassador, marking a significant move at the intersection of sports, technology and digital entertainment. The partnership signals growing investor interest in AI-driven content platforms built for India’s diverse and mobile-first audience.

As per a Kuku TV press release, the collaboration brings together Dhoni’s mass appeal and the platform’s rapidly expanding storytelling ecosystem, which spans microdramas, audio content and edutainment through its suite of apps including Kuku TV, Kuku FM and Guru.

Founded in 2018 by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, Kuku has scaled significantly, crossing over 350 million installs across its platforms. With a library of more than 20,000 titles across seven languages, the platform has built a strong presence in regional and vernacular content, with several shows recording over 100 million views.

Dhoni, explaining his decision to invest, said the platform stood out for its differentiated entertainment experience and its ability to connect with audiences across formats and languages. He highlighted the founders’ journey from small towns to building a large-scale platform, adding that he believes in their vision of creating an AI-driven storytelling ecosystem “from Bharat, for Bharat, and for the world.”

The founders, in turn, emphasised the alignment between Dhoni’s personality and the company’s approach. Lal Chand Bisu noted that Dhoni’s reputation for bold decision-making resonates with Kuku’s own willingness to take unconventional bets. Vinod Kumar Meena pointed to Dhoni’s nationwide connect as a natural fit for a platform aiming to cater to audiences across India, while Vikas Goyal highlighted the value of Dhoni’s understanding of people as Kuku continues to strengthen its AI-driven content capabilities.

The partnership also extends into brand-building efforts, with Kuku TV launching the campaign #DhoniWatchesKukuTV. Anchored by a brand film built around the line “aap Mahi ko dekhte ho, aur Mahi Kuku TV ko,” the campaign plays on Dhoni’s instinctive persona while highlighting the platform’s offering of high-quality stories delivered in short formats.

Backing the development, Panthera Peak Capital’s Managing Director Nikhil Bhandarkar said Kuku’s clarity of vision and execution mirrors Dhoni’s approach, expressing confidence in the platform’s ambition to grow into a global entertainment player.

With this investment and association, Kuku aims to further strengthen its position in the fast-evolving digital content space, leveraging AI, regional storytelling and short-form formats to engage a new generation of viewers.