P&G bets big on bite-sized drama to flog deodorant to Gen Z
Monisha Singh Katial and Ritika Bajaj partner on micro-drama series centred on AI-powered dating
Brands must anchor strategy in simplicity, sociability and attention to cut through the noise
More than one in ten viewers now watch episodes lasting ten minutes or less on social media
The global microdrama market is exploding, with short-form content set to rake in $11bn by year-end
