Zee Entertainment Partners with Bullet to Launch Micro-Drama App

June 12, 2025

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Zee Entertainment Enterprises (rebranded as  Z) has joined forces with content-tech startup Bullet to create India’s first micro-drama app, marking a significant leap in delivering short-form, creator-driven entertainment on its ZEE5 platform.

This strategic equity partnership—where Z acquires a stake in Bullet—aligns with the company’s vision of leveraging content and technology to engage young, mobile-first audiences.

Elevating Short-Form Storytelling

By integrating Bullet’s micro-drama platform into ZEE5, Zee aims to diversify its content portfolio with fast-paced, vertical-format episodes that resonate with the younger generation. Bullet, founded by Azim Lalani and Saurabh Kushwah, specializes in “snacky” narrative experiences—stories designed for binge-watching in quick bursts.

This collaboration taps into evolving media consumption trends, providing a competitive edge in the digital streaming space.

Moreover, the move has already impacted Zee’s financial performance: the company’s shares surged over 3% following the announcement, reflecting investor confidence in the future of micro-content.

Banking on AI, Gamification & Multilingual Reach

Bullet’s platform stands out with its integration of AI-driven pricing, performance prediction, and gamified engagement—features designed to optimize content distribution and drive user retention.

These models aid in identifying standout stories, rewarding viewers, and incentivizing creators.

Localization is also at the forefront: Bullet episodes are supported in multiple Indian languages, leveraging ZEE’s robust content pipeline. This ensures accessibility across Bharat while offering globally styled “masala” narratives.

As snackable content continues to dominate viewing habits, this venture aligns perfectly with emerging market demand—and opens fresh monetization channels for creators and Zee alike.