The way people watch stories is changing faster than ever. While films and long-format web series continue to dominate traditional streaming, a new format designed entirely for smartphones is quietly reshaping the entertainment business. Vertical micro-dramas, fast-paced serials with episodes that last just a couple of minutes, are finding a massive audience among mobile-first viewers.
According to Lumikai's Interactive Media Report, India's micro-drama market has already crossed $300 million and is projected to touch $4.5 billion by 2030, making it one of the fastest-growing segments in digital entertainment.
Amita Madhvani, CEO and Co-Founder of Equinox Virtual, believes that technology should support creativity instead of replacing it. Her company recently launched Mohini, a musical, culturally rooted micro-drama created in collaboration with Google Cloud.
Madhvani stresses that technology was never responsible for creating the emotional core of the series. "I did not generate this over ChatGPT or whatever. I have written the story. The story has been executed by me. The story has resonated so deeply precisely because it is grounded," she explains.
She views AI as another stage in the evolution of content creation and distribution. "TV, movies, VHS, DVD—this is just another loud link in that chain," she notes.
Equinox Virtual is already in discussions with multiple platforms interested in licensing or acquiring its original formats. Madhvani believes micro-dramas are moving beyond experimentation and becoming a serious business opportunity.
She does not see AI-generated characters as the final destination. Instead, she views them as a way to build strong intellectual property that can later expand into bigger productions.
"Everything we are building has been structured from day one as a sustainable business model," says Madhvani. "Right now, Mohini is an authentic, 12-episode proof of concept. If a streaming platform looks at this template tomorrow and wants to transition it into a premium OTT series with a live, human actress stepping in to play the character 101% live, we can execute that flawlessly."
