Myntra moved real internet creators into one building for a micro-drama

Branded content rarely gets watched to the end; Myntra's social team wanted entertainment audiences actively choose, with the brand woven into the story rather than slotted in.

Skip fictional characters: cast real internet personalities as residents of one apartment building, with a Myntra delivery rider drifting through as witness.

Four two-minute films across distinct creator styles — Anuj Gupta, Sheena (Sameha Shams), Shivani Gupta, Varun Grover, Anubhavi, Ankita Sahigal and Gulshan Grover — with deliveries and shopping behaviour written into the plot.

No performance figures disclosed; the series positions Myntra's marketing as entertain-first, giving different audience cohorts a familiar entry point into the same story.

Myntra's 'Folks in the Building' takes the fast-growing micro-drama format and gives it a casting twist: instead of creating fictional characters, it moves the internet's familiar personalities into one apartment building. Across four two-minute films, the residents cross paths through everyday situations — chaos, comedy and unexpected interactions — while a recurring Myntra delivery executive, Vishal, moves through the building as accidental witness and sometimes unwilling participant.

The cast spans distinct content styles and audience communities: Anuj Gupta, Sameha Shams (Sheena), Shivani Gupta, Varun Grover, Anubhavi, Ankita Sahigal and Gulshan Grover. That range is the point — from internet-first younger viewers to millennials, couples and more mature audiences, each cohort gets a familiar entry point into the same story.

The format's stated challenge is giving audiences a reason to stay till the end, which shifts the work from branded content to entertainment people actively choose. Deliveries, shopping behaviour and Vishal's recurring presence become narrative material rather than conventional placements. 'Micro-drama has become one of the most exciting formats on the internet, and we've seen firsthand how much audiences enjoy stories they can binge in minutes,' said Monalisa Panda, Myntra's Head of Social.

Known personalities arrive with their own communities, so each film starts with trust already built.

The building is a single world that lets different creator styles collide without a new setup each episode.

The delivery rider turns the brand's core transaction into a character — placement becomes plot.

Two-minute episodes match how the audience already watches, so the brand meets them in their format, not its own.

Start with personalities audiences already trust and build the world around them — recognition does the casting, story does the selling.

The series ran on Myntra's Instagram as branded entertainment; the trade write-up frames it as a new approach for the platform — entertain first, integrate seamlessly, let the story do the selling. No performance figures were disclosed.