Former India captain MS Dhoni has taken a strategic stake in Kuku, an AI-driven, mobile-first storytelling company, and signed on as brand ambassador for its microdrama app Kuku TV. Financial terms were not disclosed; the move underscores Dhoni’s growing interest in India’s fast-expanding digital entertainment sector.
About Kuku and its product suite
Founded in 2018 by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, Kuku runs a portfolio of content platforms that includes Kuku TV for short-form visual fiction, Kuku FM for audio storytelling and Guru for edutainment. The company says its apps have surpassed 350 million installs and host more than 20,000 titles in several Indian languages, catering largely to mobile-first, regional audiences.
Why Dhoni invested
Dhoni — noted for decisive leadership on the cricket field and a growing presence in the business world — cited Kuku’s distinctive storytelling format and strong resonance with regional viewers as key reasons for his association. The partnership combines his mass appeal with Kuku’s technology-led content approach.
Growth of microdrama content in India
Short-form video and microdrama content have shown rapid traction in India amid rising smartphone penetration and changing consumption habits. Platforms such as Kuku TV produce thousands of short episodes across genres and languages, with several series attracting millions of views.
Industry analysts view microdrama as among the fastest-growing segments in digital entertainment, driven by demand for snackable, narrative-led content that suits commuting and mobile viewing patterns.
Strategic objectives and market impact
With Dhoni as ambassador, Kuku aims to bolster brand visibility and accelerate user acquisition across domestic and overseas markets. The company has rolled out marketing initiatives featuring the cricketer to expand reach and engagement.
Celebrity endorsements and investments often lend credibility in India’s startup ecosystem, helping platforms attract users and potential investors. For Kuku, the collaboration with Dhoni could support ambitions to scale its AI-powered storytelling products and compete more aggressively in the global digital content market.
