Kuku TV has rolled out a campaign featuring cricketer MS Dhoni to showcase its content offerings.

Conceptualised by Moonshot, the campaign consists of an ad film.

The film opens with MS Dhoni on a countryside ad shoot in a cowboy avatar, introducing Kuku TV and its genre-spanning content. A Kuku TV representative questions the script, especially when Dhoni adds that the shows are just two minutes long. As doubts grow, the director pivots, suggesting a vertical, short format with a twist ending, backing it with a playful ultimatum tied to Dhoni’s stature. Overhearing this, Dhoni simply says, “It works.” The film then cuts to the Kuku TV team having to embrace the shift, ending with Dhoni scrolling through bite-sized dramas on the app.

What we think about it:  Smartly uses MS Dhoni’s authority and deadpan humour to mirror the platform’s own shift to bite-sized, twist-led storytelling, making the format itself the punchline. However, while the meta-narrative is clever, the product proposition risks getting slightly buried under the gag, leaving the genre depth of Kuku TV less sharply articulated.

The campaign was released on 31 March on Instagram.