ShareChat and Moj launch interactive ad formats as microdrama views top 1 billion

MUMBAI: In the world of microdramas, brands no longer have to wait for the credits to roll to make their move. ShareChat and Moj are introducing new advertising formats that bring products closer to the plot, as microdramas clock more than 1 billion episode views daily across their network.

The homegrown social media platforms have rolled out a suite of interactive advertising tools, including Regional AR Lens, Pincode Webcard, Shop the Scene and Superlikes. The formats are designed to help brands connect with viewers during high-attention viewing moments, with the upcoming festive season providing a key opportunity to turn entertainment into consumer action.

The platforms are also offering bespoke campaigns featuring actors showcasing products that fit the storylines. These integrations can appear between episodes at cliffhanger moments, with the aim of maintaining narrative continuity rather than making viewers feel they have hit an advertising wall. ShareChat says these campaigns have delivered three times the engagement and 1.5 times higher click-through rates (CTRs).

The timing is significant. According to Kantar’s State of Microdrama in India report, nearly 55 per cent of microdrama viewers watch more during the festive season. ShareChat and Moj are looking to tap that appetite through cultural integrations that place products at the heart of storylines, rather than treating them as conventional product placements.

One of the new formats, Shop the Scene, allows viewers to buy products featured in shows in real time. The feature is currently enabled with two large e-commerce companies, although their names have not been disclosed. The platforms are also integrating studio and creator advertisements into their short-form video feeds, while post-slide features such as custom AR camera triggers and location-specific webcards aim to translate regional engagement into localised consumer action.

The broader opportunity extends beyond festive shopping. A report by Redseer Strategy Consultants, titled India Micro Drama AVOD Monetisation, identifies microdramas as a fast-growing frontier for digital advertising in India. Their short, high-retention episodes can offer brands sustained viewer attention and greater advertising receptivity, with potential for stronger cost-per-thousand-impressions (CPM) returns, particularly in Tier-2 and Tier-3 markets.

“Audiences aren’t simply looking for shorter videos; they are looking for compelling, mobile-first stories that fit naturally into their daily rhythm,” said Neha Markanda, chief business officer, ShareChat and Moj. She said integrating campaigns around high-emotion cliffhangers could turn traditional ad breaks into a continuation of the story, allowing brands to enrich rather than interrupt the viewing experience.

With more than 1 billion daily episode views and a reported festive-season viewing lift among nearly 55 per cent of microdrama audiences, ShareChat and Moj are betting that the next chapter in digital advertising will be written into the story itself.