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Time of India

Maitar : Pune production house launches micro-drama series

The Wit & Chai Group unveiled Maitar , their first Hindi micro-drama series in Pune on July 1. The premiere event drew a packed audience as the production house introduced this bold new storytelling format, aimed at redefining how Indian audiences engage with drama in the digital age. Maitar brings together an acclaimed cast including Shantanu Rangnekar , Prasad Vidhate, Shrikant Yadav and Rohan Yelamkar, under the direction of Nath Purandare, co-written by Roomani Khare. The series delivers emotionally rich, compact narratives that cater to the changing viewing habits of modern audiences, particularly Gen Z, who prefer quick, immersive content over traditional long-form theatre or TV series. The idea was sparked by the group's prior success with a short-format Raksha Bandhan campaign for one of the food brands, which unexpectedly went viral, signaling a growing appetite for micro-stories. Co-founder of Wit and Chai, Nahush Gulawani highlighted the global potential of this format, noting, 'Globally, micro-dramas are a $15B+ phenomenon—especially in China. India's ready for it, and we want to lead that revolution.' Echoing the sentiment, actor Shantanu Rangnekar remarked, 'Micro-drama is the new OTT, and we hope to see platforms like JioHotstar, Amazon, and even Netflix embrace this format.' With Maitar , they aren't just experimenting with a new genre but paving the way for India's entry into the fast-evolving micro-drama landscape.