Instagram has launched a microdrama series in India aimed at encouraging Gen Z users to take creative risks.
The series, Party of Two, is part of Instagram’s ‘Anyway’ campaign, which was first introduced in the United States earlier this year. The campaign highlights Instagram as a platform for creative expression.
Party of Two follows two flatmates with contrasting personalities and approaches to creativity. It is intended to show how Instagram is integrated into everyday culture while encouraging young users to share their own experiences.
“As Instagram turns 15 this year, we’re investing more in enabling creative expression than ever before. This includes launching new apps like Edits for video creatives, or features like Trials and Reposts. We hope the byte-sized nature of microdramas, hosted on reels, and combined with a storyline that appeals to Gen Z, encourages them to tap into their own everyday experiences and share them creatively on Instagram,” said Arun Srinivas, Country Director, Meta India.
The seven-episode series stars actors and creators Nidhi Bhanushali (@_ninosaur) and Sunakshi Grover (@sunakshigrover). It has been developed with creative agency Communique and directed by Samudra Sengupta and Gopikrishnan Nair.
Watch the trailer here:
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