RuPay has entered the microdrama format with ‘Sarva Groom Sampanna’, a nine-episode vertical series created by tgthr Originals, the content division of independent agency tgthr.
The romantic family drama follows Arya, a 27-year-old navigating the arranged marriage process, with the story built around familiar family dynamics and matchmaking rituals. RuPay products are integrated into the narrative as plot elements rather than standalone advertising placements.
The series forms part of Tiny Talkies, RuPay’s original microdrama IP developed in partnership with tgthr Originals. The initiative is aimed at using short-form vertical entertainment to build brand engagement in social feeds, where audiences increasingly choose content based on entertainment value.
Conceptualised, written and produced by tgthr Originals, Sarva Groom Sampanna focuses on maintaining production quality while incorporating the brand into the storyline. The format allows RuPay to participate in entertainment-led content without relying on traditional advertising breaks.
Pragati Rana, Regional Creative Officer – West, Head of Originals & Founding Partner, tgthr said, “RuPay team is visionary. They don’t think just of today, but of where tomorrow is going to be. That's where our thinking aligns. The truth is that brands need vertical micro-dramas. Because they need stories people can't stop watching. The hard part is distilling a brand brief into one powerful idea and then building a story so engaging that people lean in before they even realise they're engaging with the brand. That's where tgthr. is uniquely built. We have people who've spent years decoding briefs, whether they are two lines long or twenty pages long, alongside storytellers who can craft content people actually watch. That combination helps brands make the leap from advertising to entertainment. Sarva Groom Sampanna is what that leap looks like. The brand doesn't interrupt the story. It earns its place in it."
Aalap Desai, Chief Creative Officer and Co-Founder, tgthr., Series Director, Sarva Groom Sampanna, said, “We’ve seen a lot of shows where the brand seems like an odd fit. The presence is there, but so is the hindrance. The real reason is that brands are added later, after the script is written. With this series, the brand was put at the centre from the very first briefing. That’s why it flows with the story rather than disturb it. And the best part is that we didn’t do anything different from what we would do on any other project. The RuPay team is wonderful, and everything from the briefing to the approvals happened as smoothly as it normally does with a good client. Creating and directing this new-age show has been an amazing journey.”
With the launch, RuPay is signalling plans to develop a wider slate of original, slice-of-life microdramas as part of its content and brand-building strategy.
