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Zee Entertainment Partners With Bullet for Indian Micro-Drama App
Zee Entertainment invests in startup Bullet to launch Indian micro-drama app, targeting mobile-first audiences with short-form content.
Bullet is designed around short-duration vertical format episodes that target younger audiences with “fast-paced, creator-driven content.” The platform aims to deliver what Lalani calls “masala-paced plots and emotional punch, tailored for binge-watching in short bursts.” India is relatively new to the micro-drama trend compared to neighbor China, where revenue from the format was $6.9 billion, exceeding local box office for the first time, per DataEye statistics. “Our strategic partnership with Bullet aims to build a competitive advantage for the future by identifying innovative formats and scaling them through our platforms to drive stronger monetization.”
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