Angel One has partnered with The Viral Fever (TVF) to launch 12th Man, a 15-episode original microdrama series designed for India’s growing mobile-first audience. 

The initiative marks a first-of-its-kind content collaboration by a leading broking platform, reflecting the company’s efforts to engage with younger consumers through storytelling rather than traditional brand communication.

The series stars Anshuman Rai and is being released across the Instagram handles of Angel One, TVF, and Micronama. Created specifically for short-form content consumption, the series aims to connect with audiences who increasingly engage with entertainment through social media platforms.

At the centre of the story is Mohit Kumar, a talented cricketer whose dream of playing professional cricket is cut short by a career-ending injury. Once considered capable of reaching the Ranji level, Mohit finds himself relegated to the role of the team’s perennial “12th man”—watching from the sidelines while opportunities pass him by. As the narrative unfolds, he gradually discovers new ways to contribute to the sport and redefine his sense of purpose.

Through Mohit’s journey, 12th Man explores themes of resilience, self-belief, and perseverance. The story focuses on individuals who often feel like spectators in their own lives and examines how setbacks can become opportunities for personal growth. The narrative also aligns with Angel One’s broader vision of empowering young Indians with the confidence and tools needed to pursue their ambitions.

Commenting on the initiative, Zameer Kochar, Chief Marketing Officer at Angel One, said the series is rooted in qualities such as resilience and quiet self-belief that resonate strongly with young India. He noted that the microdrama format was chosen because it reflects the way younger audiences consume stories today, while TVF’s understanding of youth culture made it a natural creative partner for the project.

Vijay Koshy, President of TVF, said storytelling formats continue to evolve alongside audience preferences. He added that 12th Man was conceived as a mobile-first narrative that retains emotional depth and relatability while speaking directly to a new generation of viewers. Koshy also highlighted that Angel One approached the collaboration with a genuine focus on storytelling rather than conventional brand integration.

The launch of 12th Man follows Angel One’s broader efforts to strengthen its presence within cricket culture. Earlier during the IPL season, the company introduced Cricket Park, an immersive cricket-themed experience held at Mumbai’s TSG Sports Arena. The event brought together around 300 attendees, including digital creators and cricket enthusiasts, offering fans an opportunity to actively participate in the sport rather than simply watch it.

With 12th Man, Angel One is extending its engagement beyond sponsorships and activations into original content creation. As microdramas continue to gain popularity globally, the company is positioning itself among the early adopters of the format within India’s financial services sector, using storytelling to build stronger cultural connections with younger audiences.