MS Dhoni has invested in AI-driven storytelling platform Kuku and joined as brand ambassador for its microdrama app, Kuku TV, as investor interest grows in short-form, mobile-first entertainment.

The investment, whose financial details were not disclosed, comes at a time when India’s digital content market is witnessing a shift toward bite-sized formats, driven by shrinking attention spans and deeper internet penetration in smaller towns.

Is short-form storytelling becoming the next big content bet?

Founded in 2018 by Lal Chand Bisu, Vinod Kumar Meena, and Vikas Goyal, Kuku operates a portfolio of apps including Kuku FM for audio storytelling, Kuku TV for microdramas, and Guru for edutainment. The platform has scaled to over 350 million installs, reflecting strong adoption in vernacular and non-metro markets.

At the centre of Kuku’s strategy is short-duration, high-frequency content. Kuku TV has crossed 180 million downloads and hosts more than 150,000 episodes across languages, with several titles surpassing 100 million views. The company releases hundreds of microdramas every month, mirroring the rapid consumption patterns seen on social media platforms.

Commenting on the partnership, Dhoni said the platform “stood out” for its differentiated, multilingual storytelling approach and added that he believes in its vision of building an AI-led platform “from Bharat, for the world.”

Dhoni’s entry is expected to bolster Kuku’s brand visibility as it looks to consolidate its position in a still-evolving category. His association also aligns with the platform’s focus on “Bharat-first” audiences—users beyond metros who are increasingly driving growth in India’s digital economy.

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For the founders, the partnership signals alignment beyond capital. Bisu said Dhoni’s ability to back “bold decisions” mirrors the company’s own approach, while Meena highlighted his “nationwide appeal” as a strategic fit. Goyal added that Dhoni’s understanding of consumer behaviour would be valuable as the company strengthens its AI-driven storytelling stack.

The company is also betting on artificial intelligence to scale content creation and reduce production costs. It has begun rolling out AI-powered microdrama formats across genres such as mythology, fantasy and futuristic fiction—an approach that could offer a competitive edge in a segment where volume and speed are critical.

Kuku’s growth comes amid rising competition in India’s content ecosystem, where traditional OTT platforms are facing saturation in urban markets. Startups in the microdrama space are attempting to carve out a niche by offering shorter, more accessible content formats that cater to mobile-first users.

Backed by investors such as Fundamentum, Krafton, Vertex Ventures, Granite Asia and IFC, Kuku is now looking to expand its content slate and explore global opportunities.

Dhoni’s investment adds to a growing list of celebrity-backed bets in India’s startup ecosystem, but more importantly, it underscores a larger trend: the next phase of digital entertainment growth may be driven not by longer formats, but by faster, more localised storytelling tailored for the small screen.