Hyundai launches six-part Diwali micro-drama with Terribly Tiny Tales

Hyundai Motor India has launched a six-episode micro-drama for the Diwali season, made with storytelling platform Terribly Tiny Tales (TTT). The series, titled 'Diwali Chori Ho Gayi!', is part of TTT, which operates under Collective Artists Network. The details come mainly from the company's own announcement.

The story follows the Anand family. On the morning of Diwali, they discover that the items they had gathered for the festival are gone. They search the city for them and, along the way, come across clues tied to old rituals, memories and past arguments within the family. The plot uses this search to look at Diwali traditions and family relationships.

Hyundai's Creta and a vintage Santro both feature in the story. The Creta travels with the family during the search, while the Santro stands for the family's shared past. The brand's head of marketing, Virat Khullar, said Diwali is a time when families celebrate shared traditions and build lasting memories.

Why Hyundai is trying the format

Micro-dramas are short episodic videos that combine a longer story's structure with the brevity of social media clips. Streaming platforms adopted the format first, and brands have used it more in the past year and a half. Khullar said the aim is to reach audiences wherever they watch, rather than relying only on conventional campaign films.

Hyundai says its average customer has become younger over time, and that more buyers now watch content on their phones. The company says these changes prompted it to test episodic storytelling.

What happens next

The company has not said how the series will be distributed beyond its announcement, or how many viewers it expects. Readers interested in the Creta or the Santro can find details on Hyundai's website, but the announcement does not mention prices or offers for either model.