Godrej Enterprises Group (GEG) has made its debut in microdrama with 2nd Gen Kumars, an eight-episode series on Instagram that explores family relationships, changing aspirations and the realities of modern Indian households. The initiative marks a new chapter in the group’s consumer storytelling, building on its presence in Indian homes over 129 years.
Featuring Shreya Gupto, Naman Arora, Rushad Rana and Ekavali Khanna, among others, the series follows 30-year-old Tara as she returns from Hong Kong to Mumbai and invites her cousins to her new home. What begins as a housewarming celebration soon brings unresolved differences, childhood memories and long-standing family comparisons to the surface. Each episode runs for approximately two minutes, tracing the complexities of growing up, growing apart and sustaining family bonds.
The home serves as more than a setting for the narrative, bringing the group’s consumer businesses into the characters’ everyday lives. A digital lock welcomes family members, a sofa creates space for familiar interactions, and a home locker features in a conversation about safeguarding what matters. Appliances also form part of the daily routines that bring the family together.
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The series brings Locks, Security Solutions, Interio by Godrej and Appliances together in a single content format for the first time. By integrating these businesses into a shared narrative, GEG connects its products with the everyday experiences, relationships and rituals associated with contemporary Indian homes. The launch also reflects the growing opportunity for brands to explore mobile-first entertainment formats. With short-form storytelling designed for social media audiences, micro-drama offers brands a way to build engagement through recurring narratives and relatable characters.
Commenting on the launch, Sumeet Bhojani, Head -Brand and Strategic Insights, Godrej Enterprises Group, said: “Modern Indian living is full of fascinating stories — in how we share our spaces, navigate relationships, balance aspirations and continuously redefine what home means to us. Through our first micro-drama, the 2nd Gen Kumars, we want to bring these stories to life in a format that is contemporary, engaging and relatable. It also marks the first time our digital locks, home lockers, furniture, and home appliances come together in a single content format. Godrej has always been part of the modern Indian home, enabling meaningful moments. For us, this is an opportunity to explore newer ways of storytelling that reflects the lives of today's consumers and build a deeper, more meaningful connection with them.”
The first episode of 2nd Gen Kumars is now available on Instagram. The remaining episodes are set to unfold on the platform, with GEG encouraging audiences to follow its Instagram account for new episodes and additional content.
