Instagram has launched a microdrama series in India aimed at encouraging Gen Z audiences to take creative risks and express themselves on the platform. The series builds on Instagram’s global ‘Anyway’ brand campaign, which was first introduced in the US earlier this year.
Titled Party of Two, the show follows two flatmates with contrasting personalities and creative styles. (Source: prhandout)
Titled Party of Two, the show follows two flatmates with contrasting personalities and creative styles. It reflects how Instagram continues to position itself as part of cultural conversations while highlighting the importance of everyday inspiration and self-expression.
“As Instagram turns 15 this year, we’re investing more in enabling creative expression than ever before. This includes launching new apps like Edits for video creatives, or features like Trials and Reposts. We hope the byte-sized nature of microdramas, hosted on reels, and combined with a storyline that appeals to Gen Z, encourages them to tap into their own everyday experiences and share them creatively on Instagram.” – Arun Srinivas, Country Director, Meta, India.
The seven-episode series stars actors and creators Nidhi Bhanushali and Sunakshi Grover. It has been developed in partnership with creative agency Communique and directed by Samudra Sengupta and Gopikrishnan Nair.
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