Yash Raj Films (YRF) is planning to enter the fast-growing micro-drama sector, while also developing a proprietary direct-to-consumer app, aimed at delivering its content directly to audiences. This appears to be a revolutionary step from the production house, which has willingly contributed to strengthening the dramatic medium of Indian cinema over the last 50 years.
Scoop: YRF to invest Rs 150 crore in micro-drama; Akshay Vidhini to lead new vertical for Aditya Chopra
Reliable sources confirm that Yash Raj Films is investing Rs 150 crore in the production of micro-dramas over the next few years. This amount will be invested into the creation of content, as well as the creation of direct-to-consumer applications to host the content.
The new vertical will be led by YRF CEO Akshay Vidhani, who created the soldierWhich emerged as the most profitable film in the studio’s history. Vidhani has also brought on board former SonyLIV director Saugata Mukherjee to lead creative development and develop the new slate of streaming shows, films and microdramas.
Micro-drama storytelling has seen significant success in markets such as China, where the segment is estimated to be worth RMB 35–40 billion ($5–6 billion), with projections of RMB 50–70 billion ($7–10 billion) over the next two years. The format is driven by mobile-first consumption, short duration episodes and scalable micropayment models with a user base of 400-600 million viewers.
YRF’s planned entry into the segment reflects its continued focus on innovation and building direct, long-term relationships with audiences through a future-ready, consumer-first entertainment ecosystem. With Aditya Chopra stepping into the micro-drama arena, we are also looking forward to other industry giants to explore what is considered to be the most profitable content model in the world at the moment.
This move comes right after Newsbreak, where the industry was shocked by the studio’s decision to venture into the horror space, as every veteran knows this is a genre Aditya Chopra has never been keen on. But this is the birth of an approach for the studio that has a new group of people leading departments, and micro-drama adds another characteristic to their caliber.
