ZEE Entertainment Enterprises Ltd. (‘Z’) has entered into a partnership with content and tech start-up Bullet, co-founded by Azim Lalani and Saurabh Kushwah. Bullet has developed a micro-drama application with short vertical format episodes for mobile users.

As part of this partnership, Z will invest in or acquire a stake in Bullet. The app will be hosted on ZEE5 and will be available in multiple languages. "Bullet aims to craft native stories with a global flavour encompassing masala-paced plots and emotional punch, tailored for binge-watching in short bursts. To further engage ZEE5’s users across the Nation, the application will be available across languages and will harness the Company’s rich content engine and repertoire of language content," a statement says.

Bullet focuses on creator-led content, gamified features, AI-based personalisation, and pricing. "The application will cater to the evolving consumption habits of young audiences with mobile-first stories that offer users a quick and immersive content experience. The application will also introduce AI-driven pricing and performance prediction models for content acquisition and distribution, Gamification layers to increase user retention and loyalty through reward mechanisms and Creator-generated content pipelines to pave the way for independent creators and studios to monetise and grow," the statement adds.

A ZEE spokesperson said, “As the digital ecosystem grows exponentially, we are constantly identifying several value-accretive opportunities to drive scale. 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 monetisation. We believe that short-form storytelling serves as a powerful way to engage younger audiences and by integrating the micro-drama experience within the ZEE5 ecosystem, we are further strengthening the value proposition for consumers as we accelerate our digital growth strategy across languages.”

Bullet will use ZEE5’s tech and analytics infrastructure. Azim Lalani, Co-Founder of Bullet, said, “There has been an influx of short-form content consumption over the last few years, and with the launch of Bullet, we aim to combine the novelty of the format with fast-paced, captivating stories for users. With snacky content increasingly capturing the audience’s short attention span and keeping them engaged, the next wave of content consumption will encompass creators that nurture the ability to deliver intrigue and emotions in bite-sized formats. We remain confident that Bullet is uniquely positioned to combine the rich content legacy of ‘Z’ with global-ready formats and cutting-edge technology. I’m excited to build this platform with the backing of ‘Z’ and our dynamic team.”

Saurabh Kushwah, Co-Founder of Bullet, said, “We are building a platform that combines creators, tech, and stories. With gamified features and AI tools, Bullet supports micro-drama creation and distribution.”

ZEE aims to scale its content offerings and explore new growth areas. This move supports its shift towards a digital-focused model.