Nykaa and independent creative agency SW Network have launched ‘Hotel Wanderlust’, a six-episode microdrama series for Nykaa Wanderlust, the brand’s experiential bath and body care offering. The series uses a fictional hotel setting to bring the brand into the entertainment itself, rather than relying on conventional advertising breaks.
The series stars comedian and actor Varun Thakur alongside Shachi, who plays a quirky receptionist. Each episode introduces a new guest, including creators Srishti Garg, Pulkit Kochar and Mishall B, with their characters arriving at the hotel with different everyday dilemmas.
Nykaa Wanderlust’s body mists, perfumes, shower gels and lotions are integrated into the episodes as part of the narrative, allowing the products to feature within the story without interrupting it.
Launched a few weeks ago, the six-episode series has amassed close to a million views, according to SW Network. The agency said the format was developed using audience research and storytelling techniques tailored to microdrama, with the aim of driving engagement while aligning with the brand’s positioning. The series has also received audience responses around its short-form format and the on-screen chemistry between Varun and Shachi.
Himani Mangtani, Business Head, SW Network, said, “Social media is changing how people consume stories, and brands need to evolve with it. Hotel Wanderlust allowed us to build a format that feels native to the platform while giving Nykaa Wanderlust a distinctive world to play in. It’s also a reminder that when passionate people come together around a strong idea, great things can happen.”
Vinit Patil, Creative Director, SW Network, said: "Microdrama has its own grammar, and we learned how to speak it. It’s about giving people a reason to stop, then a reason to stay, and finally a reason to share. That means putting the drama before an expensive production spectacle, and investing in the story, character arcs, popular faces and distribution that can make the story travel. With Hotel Wanderlust, that thinking shaped every beat."
Omna Winston, Creative Head, Nykaa, said: "Gen Z doesn’t want brands to just talk to them; they want brands to create experiences they can be part of. Hotel Wanderlust was born from that thought. We wanted to take the travel-inspired world of Nykaa Wanderlust and turn it into a format that feels native to Instagram, bite-sized, entertaining and full of personality. The products are woven into that world naturally, making the brand part of the experience rather than an interruption.”
With all six episodes now released, the series also serves as a platform for Nykaa Wanderlust’s new fragrance line. The campaign adds to the brand’s digital content while reflecting SW Network’s focus on content-led, platform-first storytelling.
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