ZEEL shares jump 5% as company partners with Bullet to launch India’s first micro-drama app; check details

In its press release, the company said it has entered into a strategic partnership with the new-age content and tech start-up Bullet, co-founded by serial entrepreneurs Azim Lalani and Saurabh Kushwah. Bullet has developed India’s first micro-drama application focused on fast-paced, creator-driven content through short-duration vertical format episodes targeted towards younger audiences.

In line with the company’s strategic transformation into a content & technology powerhouse, ‘Z’ has entered into a strategic equity partnership, wherein it will invest/acquire a stake in Bullet, the press release added.

The press release said that Bullet will be launched within the ZEE5 ecosystem, leveraging its strong user base by enabling access to high-quality, bite-sized entertainment directly through the platform. Bullet aims to craft native stories with a global flavour encompassing masala-paced plots and emotional punch, tailored for binge-watching in short bursts.

"In order to further engage ZEE5’s users across the nation, the application will be available across languages and will harness the company’s rich content engine and repertoire of language content," it added.

It further said the compelling value proposition of Bullet stems from its deep focus on creator-led content, gamified experiences, AI-powered personalisation and content pricing, thereby revolutionising how Indian short-form stories are created, discovered and monetised.

What ZEEL spokesperson said

The spokesperson said, “As the digital ecosystem grows exponentially, we are constantly identifying several value-accretive opportunities to drive scale. Our strategic partnership with Bullet aims to build a competitive advantage for the future by identifying innovative formats and scaling them through our platforms to drive stronger monetisation."

The spokesperson added, "We believe that short-form storytelling serves as a powerful way to engage younger audiences, and by integrating the micro-drama experience within the ZEE5 ecosystem, we are further strengthening the value proposition for consumers as we accelerate our digital growth strategy across languages.”

What Bullet said

Azim Lalani, Co-Founder and Chief Business Officer, said, "Bullet With snacky content increasingly capturing the audiences’ short attention span and keeping them engaged, the next wave of content consumption will encompass creators that nurture the ability to deliver intrigue and emotions in bite-sized formats."

"We remain confident that Bullet is uniquely positioned to combine the rich content legacy of ‘Z’ with global-ready formats and cutting-edge technology. I’m excited to build this platform with the backing of ‘Z’ and our dynamic team," Lalani added.