Dairy Day Experiments with Micro-Drama Storytelling to Build Digital-First Brand Connect

Dairy Day, an ice cream brand, opted for micro-drama storytelling as a digital-first brand-building format within the category. 

Titled “A for Adult”, the five-episode micro-drama series has been conceptualised and produced in partnership with the Collective Artists Network. Crafted for social media platforms, the series brings alive the message of “Goodness begins with Gratitude” through short, emotionally driven narratives.

The launch also reflects the rising acceptance of micro-drama series as an effective brand-building tool across digital platforms, enabling brands to cut through content clutter while still fostering emotional connection. Short-form storytelling formats like micro-dramas allow narratives to unfold over time, encouraging repeat engagement while keeping viewers invested.

Arvind Ramachandran, Vice President – Marketing, Dairy Day Ice Creams, commented, “With ‘A for Adult’, we wanted to experiment with a format that is designed for what consumers seek online, while still delivering an emotionally resonant experience. Micro-dramas allow us to tell meaningful stories in a way that feels natural to how people consume content today.” 

Through this initiative, Dairy Day reinforces its digital-first approach to brand building, supported by always-on social media strategies & a strong focus on in-house content. The series aligns with the brand’s broader objective of staying culturally relevant while experimenting with innovative storytelling formats beyond conventional advertising.