New Delhi, 16th October: ShareChat and Moj, India’s premier homegrown social media network, today announced a suite of bespoke advertising innovations designed to elevate the ad-supported video-on-demand (AVOD) experience while maximizing brand outcomes. As microdramas cement their position as a mainstream entertainment category, drawing over 1 billion daily episode views across the ShareChat network, the platform has introduced a flurry of product innovations such as Regional AR Lens, Pincode Webcard, Shop the Scene and Superlikes. These solutions are designed for brands to integrate natively into high-attention viewing environments, particularly ahead of the upcoming festive season.
In addition to these roll-outs are bespoke advertising campaigns where the renowned actors showcase products that are directly relevant to the narrative. Strategically placed between episodes during high-intensity cliffhanger moments, these segments are seamlessly woven in as non-disruptive transitions by maintaining absolute continuity and relatability for the actors’ character arcs. This format ensures viewers remain deeply immersed, resulting in exceptionally high 3x engagement and 1.5x higher Click Through Rates (CTRs), and an unparalleled environment for effortlessly championing the partner brand’s product.
According to Kantar’s State of Microdrama in India, as almost 55% of microdrama viewers watch more during the festival season, SCN’s in-show cultural integrations weave brand products organically into the storylines. By serving as central plot devices rather than traditional placements, the brands become active heroes of the narrative alongside the characters, ensuring that the show’s flow remains entirely uninterrupted. For the upcoming festive period, these innovations are further supported by platform-level interactive features, including custom ‘Superlikes’, regional AR lenses, and pincode-based targeting webcards that turn passive viewing into measurable action.
To capitalize on this unparalleled engagement, the platform has rolled out premium, conversion-oriented features including ‘Shop the Scene’, currently enabled with two large e-commerce giants. This allows viewers to purchase products showcased in shows in real-time, bridging the gap between entertainment and instant commerce. Alongside this, studio and creator ads are now seamlessly ingrained directly into the Short-Form Video (SFV) feed. SCN’s interactive solutions are further augmented by post-slide features such as custom AR camera triggers and dynamic, pincode-targeted webcards that turn passive regional viewing into highly localized consumer actions.
Even according to the recent industry report by Redseer Strategy Consultants on ‘India Micro Drama AVOD Monetisation’, microdramas have emerged as the fastest-growing frontier for digital advertising in India. The report highlights that microdrama formats command undivided user attention due to their bite-sized, high-retention nature, unlocking significantly higher ad receptivity and superior CPM potential for brands. This makes AVOD microdramas the most potent vehicle for brands aiming to build authentic relationships and drive regional monetization, especially in highly competitive Tier-2 and Tier-3 markets.
Commenting on the new product initiatives, Neha Markanda, Chief Business Officer, ShareChat & Moj, said, “Audiences aren’t simply looking for shorter videos; they are looking for compelling, mobile-first stories that fit naturally into their daily rhythm. By placing bespoke campaigns with show characters at high-emotion cliffhangers, we are transforming traditional ad breaks into seamless narrative continuity. This creates a highly receptive, clutter-free environment where brands aren’t interrupting the entertainment, they are actively enriching it, which is exactly what makes our network the ultimate destination for storytelling this festive season.“
About ShareChat (Mohalla Tech Pvt Ltd)
ShareChat (Mohalla Tech Pvt Ltd) is India’s largest homegrown social media company, with 200+ million Monthly Monetizable Users across all its platforms. Founded in 2015 by Ankush Sachdeva, Bhanu Pratap Singh, and Farid Ahsan, ShareChat has social media brands such as ShareChat App and Moj App and micro drama app QuickTV under its portfolio. Today ShareChat App is India’s leading social media platform servicing users across the country in 15 regional languages. In July 2020, ShareChat launched its short video app Moj in a record 30 hrs. Moj went on to become the largest regional short video app in India. QuickTV, the newest addition to ShareChat’s family of apps, crossed the 10 million downloads mark within 3 months of launch. Investors in ShareChat include EDBI, Temasek Holdings, Google, The Times Group, Alkeon Capital, Moore Strategic Ventures (MSV), Harbourvest, India Quotient, Mirae-Naver Asia Growth Fund, Tiger Global, Snap, Twitter, Lightspeed, SAIF Partners (now Elevation Capital) and business stalwarts like Pawan Munjal and Ajay Shridhar Shriram.
