Two of Hindi cinema’s biggest production houses are betting big on the smallest screen in the house. Aamir Khan Productions and Excel Entertainment are joining hands to launch a premium micro-drama platform, entering a market that analysts expect to grow more than tenfold in the next few years.
The venture, reported on Thursday, will bring together the two banners’ existing film libraries, original stories written for the short format, and exclusive partnerships with digital creators. A leading telecom company has also come on board as a distribution partner, which should put the new platform in front of millions of mobile-first viewers from day one.
An official announcement with the platform’s name, launch date and content slate is expected in the coming weeks. For now, the news itself is the story: Bollywood’s most respected storytellers have decided that the future of entertainment is vertical, bite-sized and made for the phone in your pocket.
What exactly is a micro-drama?
Micro-dramas are short, episodic stories shot in vertical format, designed to be watched on a phone. Each episode usually runs for one to three minutes, ends on a cliffhanger, and pushes the viewer to the next instalment.
In India, the format took off first on YouTube and short-video apps, where micro-drama content generated more than 6.5 billion views in the first half of 2026 alone. What started as low-budget, quickly shot serials is now attracting serious money and serious names.
Why Aamir Khan and Excel are entering now
The numbers explain the timing. According to Redseer Strategy Consultants, India’s micro-drama market is projected to expand to Rs 25,000 crore by FY32, up from Rs 2,300 crore in FY26. That is growth of nearly eleven times in six years, and it is the kind of curve that gets boardrooms moving.
Aamir Khan Productions, the banner behind films such as Lagaan, Taare Zameen Par and Dangal, brings a reputation for careful, quality-first storytelling. Excel Entertainment, founded by Farhan Akhtar and Ritesh Sidhwani, brings a catalogue that runs from Dil Chahta Hai to the Don franchise and a long record of spotting new talent. Together, they have the libraries, the directors and the credibility to make micro-dramas that feel like cinema rather than filler.
The venture is also a sign of how the industry is changing. Theatrical hits still matter, but the daily viewing habit of crores of Indians now lives on the phone, in short bursts between work, commutes and chores. A platform built for that habit, with proper production values, is a bet that audiences will pay for quality even in two-minute episodes.
What the platform will offer
- Premium, professionally produced micro-dramas, with an emphasis on storytelling and production quality rather than quick, low-cost shoots.
- Content from existing IPs, drawing on the film libraries of both production houses, alongside original stories written specially for the format.
- Exclusive creator partnerships, with established digital and YouTube creators signed to make shows for the platform.
- Telecom-backed distribution, through a prominent telecom partner that will help the platform reach viewers across India.
Details such as the platform’s name, subscription or monetisation model and the first slate of shows are still awaited. Reports suggest the venture has been in development for some time, and the formal announcement is expected shortly.
A crowded race is forming
Aamir Khan Productions and Excel Entertainment are not the only big names eyeing the format. Shah Rukh Khan’s Red Chillies Entertainment and Yash Raj Films have also been reported to be exploring the micro-drama space, which suggests the next big contest in Indian entertainment may not be at the box office at all, but on the phone screen.
For viewers, that competition is good news. More money and more prestige chasing the same audience usually means better writing, better acting and better production, even in episodes shorter than a song.
What happens next
All eyes will now be on the official announcement, which is expected in the coming weeks. The name of the platform, its pricing, and the first shows on its slate will tell us whether this is a prestige play aimed at premium subscribers or a mass-market push built on the telecom partner’s reach.
Either way, the message from two of Bollywood’s biggest banners is clear. The micro-drama is no longer a side experiment. It is the next mainstream format, and the biggest names in the business want in early.
FAQs
Who is launching the micro-drama platform?
Aamir Khan Productions and Excel Entertainment, the banners promoted by Aamir Khan and by Farhan Akhtar and Ritesh Sidhwani, are joining hands to launch it.
What is a micro-drama?
A short, vertical-format episodic drama made for phones. Episodes usually run for one to three minutes and end on cliffhangers that lead into the next episode.
How big is India’s micro-drama market?
According to Redseer Strategy Consultants, the market is projected to reach Rs 25,000 crore by FY32, up from Rs 2,300 crore in FY26.
When will the platform launch?
No launch date has been announced yet. An official announcement with the name, content slate and launch strategy is expected in the coming weeks.
Will there be a telecom partner?
Yes, a prominent telecom player has reportedly joined as a distribution partner, though its name has not been disclosed yet.
Reported from Mumbai. This is a developing story and details will be updated as the official announcement arrives.
