BULLET Microdrama appoints Himanshu Awasthi as SVP, product

Mumbai: ZEE Entertainment Enterprises-backed BULLET Microdrama has appointed Himanshu Awasthi as senior vice president, product, as the platform looks to strengthen its product strategy and expand its consumer offerings.

Awasthi will lead the product charter across BULLET Microdrama, covering product strategy, consumer experiences and the development and launch of upcoming B2C products.

His mandate will include shaping user experiences across discovery, engagement, retention and monetisation, with a focus on mobile-first products that can adapt to changing audience behaviour.

Awasthi joins BULLET Microdrama from Eloelo Group, where he led multiple products for consumer platforms. He brings more than 11 years of experience across social, entertainment and internet businesses.

His previous experience includes roles at AppsForBharat, where he worked on SriMandir, and Meesho. He has worked on building and scaling B2C products from inception through launch and growth, along with expertise in retention and monetisation across domestic and international markets.

BULLET Microdrama, co-founder and chief business officer, Azim Lalani said, “As we continue to build BULLET as a consumer entertainment platform, product thinking is central to creating experiences that audiences want to discover, engage with and return to.”

Lalani added that Awasthi’s understanding of consumer behaviour and experience building would support BULLET’s product and technology roadmap as it explores new opportunities across the consumer ecosystem.

Awasthi said the growing popularity of short-format, mobile-first storytelling creates an opportunity to make content discovery more intuitive, engagement deeper and storytelling more personal.

BULLET Microdrama, senior vice president, product, Himanshu Awasthi said, “Microdrama is one of the most exciting shifts happening in entertainment today. Short-format, mobile-first storytelling is becoming a daily habit for audiences, and the opportunity now is to build product experiences that make discovery more intuitive, engagement deeper and storytelling more personal.”

He added that the opportunity to work across both content and product would allow him to help shape the category as it develops.

The appointment adds a product-focused leader to BULLET Microdrama’s leadership team as the platform looks to bring together content, consumer insights and technology to build differentiated experiences for India’s mobile-first entertainment audience.