As Micro-Drama Scales, Similar Campaign Messaging Draws Attention To KLIP And Kuku TV

As India's micro-drama market expands, similarities in short-format storytelling campaigns are beginning to draw attention.

KLIP, a recent entrant founded by Vicky Bahri and Harman Baweja alongside Dev Gupta, has built its positioning around short, high-production episodic dramas under the tagline "Sirf 2 Minute." Its television and digital campaign, rolled out about three months ago, focused on turning everyday waiting moments into engaging story experiences.

Around a month later, Kuku TV, an established digital content platform, released a series of advertisements built on a similar premise. Using the phrase "Bas 2 Minute," the campaign followed a closely comparable narrative structure and messaging, highlighting how full entertainment experiences can fit into short time spans, while changing only one word in the tagline.

The overlap has triggered a dispute between the two companies. KLIP has alleged that the similarity in language, positioning and creative execution could confuse audiences and dilute its brand identity, and has since initiated legal action against Kuku TV.

The similarity in format, messaging and execution has raised concerns around imitation rather than coincidence, bringing questions of originality and differentiation into sharper focus as the category evolves.

The development reflects a broader challenge in India's emerging micro-drama segment. As platforms build around similar user behaviour including, quick, mobile-first consumption, establishing distinct identity is becoming critical, particularly when formats and storytelling frameworks are closely tied to time-based concepts.

As the category scales, such conflicts may shape how platforms approach branding and creative ownership, especially in a space where even small variations in messaging can carry significant competitive weight.