We once lived in a world that revolved around Friday releases, theatre popcorn, and interval breaks. Today, the way we consume stories has dramatically changed. The rise of OTT platforms has shifted both the medium and the mood of audiences. Web series and episodic storytelling dominate prime time, and this binge-watching habit has begun reshaping brand communication too. Campaigns are moving from one-off ads to serialised narratives designed to engage, entertain, and build loyalty over time.
For instance, ‘Rivaah Bridal Insider’ by Tanishq went beyond showcasing jewellery. Featuring makeup artist Namrata Soni, it offered weekly styling advice for wedding functions, from Haldi to Reception, covering themes like Colour Theory, The Art of Face Shapes, and Traditional & Modern bridal looks. By treating content as a continuing story, Tanishq positioned itself as a trusted guide rather than just a product marketer.
Unlike traditional ads meant to deliver quick impact, episodic content nurtures brand affinity gradually. Soumya Mohanty, MD & CCO, Kantar, explains, “In today’s hyper-connected, content-saturated world, trust and authenticity have become the new currency. Consumers are not just looking for ads; they’re looking for stories that reflect their lives, values, and emotions. Kantar’s data reinforces this trend, 67% of Indian consumers trust influencer-led or content-driven formats more than traditional ads, with another 26% showing cautious preference. Global insights show that only 25% of brand-building impact comes from paid media, while 75% is shaped by brand experiences. This is where long-form branded content holds significant power.”
JSW MG Motor India’s ‘EV Sahi Hai’ campaign, launched in August 2025, exemplifies this shift. In two phases, it blended authentic EV owner testimonials with celebrity-driven narratives by Varun Sharma and Pulkit Samrat, busting myths around EVs while highlighting infrastructure and savings. By mixing real experiences with humour and storytelling, the campaign built awareness alongside trust.
Mahindra’s ‘SabCultures’ also fits squarely into the emerging trend of brands using long-form, episodic content. Asha Kharga, Chief Customer & Brand Officer, Mahindra Group expresses, “We don’t view SabCultures as an advertisement, but as a compelling piece of content. The primary success metrics we track include platform viewership, media performance across paid and organic, and brand lift. The six festivals featured are Mahindra’s own original IPs—not sponsorships, which demonstrates deep-rooted action rather than surface-level association. What sets SabCultures apart from traditional advertising is its ability to generate deeper emotional engagement and long-term brand equity.”
Hyundai’s India Stories is also grounded in authenticity. Rather than putting the brand at the center, it highlights everyday families in their native languages, supported by personalities like Pankaj Tripathi and Smriti Mandhana. “Our Hyundai India Stories campaign is a true reflection of this belief, putting our customers and their families at the heart. The true measure is not just in the numbers, but in the authenticity of the narratives and the depth of engagement they create with people,” says Virat Khullar, AVP & Vertical Head - Marketing, Hyundai Motor India Limited.
As Ganapathy Balagopalan, Deputy CSO, Ogilvy India, observes, “An episodic branded content series can help to generate sustained engagement. It frees the brand communications from the limitations of fleeting advertisements allowing the creation of richer narratives that go beyond product features and bring alive the brand’s world and personality in a way that is more compelling.”
Episodic formats thrive on anticipation and habit. Sanchari Chakrabarty, Senior VP & Head-Strategic Planning, 22feet Tribal Worldwide, explains, “We’ve always known that people show up for stories, not brands. Brands are remembered and recalled when their stories are good enough to move people. Episodic formats are a fantastic opportunity for brands to create a repeated loop of storytelling. Brooklyn Coffee Shop is a superb example, where episode after episode of stories has the coffee shop as the setting, not as the product.”
This momentum is being driven by solid data and changing audience behaviour. A. Aziz Khan, Co-Founder & CRO, RVCJ Media, notes, “Research shows that 70% of marketers find episodic content effective at driving brand awareness, and it can increase social media engagement by up to 300%. Episodic content can also increase customer lifetime value by up to 30% and website traffic by up to 200%.”
This strategic shift is gaining momentum. “According to Nielsen’s Annual Marketing report, 56% of marketers globally plan to increase their spend on OTT and connected TV in 2025, platforms that are perfectly suited for immersive, serialised narratives. With tighter marketing budgets, brands are turning to formats that can serve both branding and performance goals. When content feels ‘for me,’ it drives both repeat engagement and a significantly stronger brand connection. Compared with traditional advertising, multi-episode brand content delivers superior recall and affinity,” says Anil Goel, CTO, Nielsen.
A sharp example is Mansion House Boyzzzz by Tilaknagar Industries, which repositioned brandy from a ‘dad drink’ to a youth favourite. Infused with Telugu humour and OTT-style bingeability, it drove over 58.5 million views. Ahmad Rahimtoola, CMO of Tilaknagar Industries, shares, “We didn’t just want to create a campaign—we wanted to create a cultural moment. Surpassing projections by 125%, and driving over 659K organic video views, it’s clear that regional, episodic content can deliver both connection and conversion.”
Branded series also stand out for their dual ability to drive long-term brand equity while also delivering measurable short-term performance. ROI and storytelling often seem like opposing goals. Episodic formats, however, provide a middle path, using narratives to build recall while also optimising media spend. Sudip Sanyal, VP, Zenith India, emphasises “Episodic and long-form formats encourage ongoing audience interaction and organic content sharing. This heightened engagement translates directly into measurable brand lift. We, at Zenith India, strongly believe that branded content with authentic storytelling, created with the right partners, serves as a strategic lever for brands seeking both immediate engagement and sustained brand equity in an increasingly competitive and cluttered media environment.”
Looking ahead, episodic branded content is likely to be seen not as a replacement for traditional formats, but as a strategic complement. But Sanchari points out, “Every format has a role to play, and this comparison is limiting. Whether it’s long-form or traditional, knowing the why and then building the how is the first step.” This perspective underscores that the future of marketing will depend on how brands balance between episodic storytelling and traditional advertising. The outcomes, whether in engagement, recall, or brand resonance will continue to unfold as strategies and audience preferences evolve.
