MS Dhoni has invested in Kuku and joined its short-form video app, Kuku TV, as a brand ambassador, as the company looks to scale its AI-led content offering.
Kuku operates a portfolio of apps including Kuku TV for microdramas, Kuku FM and Guru, focused on edutainment. Founded in 2018, the company has expanded across formats and languages, reporting more than 350 million installs and a catalogue spanning thousands of titles.
As part of the partnership, Kuku TV has launched a campaign titled '#DhoniWatchesKukuTV', built around short-form storytelling formats. The campaign centres on a brand film that highlights quick, high-impact narratives aimed at mobile-first audiences.
Dhoni’s investment comes as the platform increases its focus on short-form video content and AI-driven storytelling formats. Kuku TV, which specialises in microdramas, has seen rapid growth in downloads and content output, with new releases across multiple genres and languages.
“I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world,” said MS Dhoni.
The company’s founders said the partnership aligns with its focus on scaling a mass-market content platform with national reach.
“MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us,” said Lal Chand Bisu, Co-founder and CEO, Kuku.
“Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us,” said Vinod Kumar Meena, Co-founder and COO, Kuku.
“MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack,” said Vikas Goyal, Co-founder and CTO, Kuku.
Nikhil Bhandarkar, Managing Director at Panthera Peak Capital, said, “Kuku’s vision, execution, and clarity of thought are exceptional - qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
Kuku has also been expanding its content slate, including AI-powered microdramas across genres such as mythology, science fiction and superhero narratives, as it positions itself as a technology-led storytelling platform targeting both Indian and global audiences.
