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That thinking is behind the growing rise of branded mini-series and microdramas. In 2026, brands such as Crocs, Maybelline, Procter & Gamble, Tata Motors and JK Super Cement are experimenting with episodic storytelling, integrating products into characters, situations and narratives rather than simply placing them inside conventional advertisements.

Few Indian brands have achieved what Santoor has- instant recall without constant noise. The moment you hear “Haldi aur chandan ke gun samaye Santoor..”, memory does the rest. It wasn’t just advertising- it was a cultural cue, a daily reminder that beauty could be simple, traditional, and timeless. By 2025, Santoor quietly rose to the top of the soap market. It became India’s largest soap brand by value in a category that had been dominated by legacy names for decades. The Be