Chennai: Former Union Minister Dayanidhi Maran’s family has ventured into the entertainment industry with the launch of a micro-drama platform under what they call the “Maran Group”. Karan Dayanidhi Maran, his son and the group’s vice-chairman, will lead the new venture. On Thursday, Karan launched the vertical short-drama series platform, which will produce original content in multiple Indian languages. The platform, named KadhaiShorts, is the first venture of the Maran Group and comes after a rift and subsequent truce with his brother and Sun TV Network chairperson, Kalanithi Maran, last year.The platform aims to monetise through micro-transactions, with a pay-per-series model starting at as little as Rs 20, along with brand integration models. It plans to launch more than 100 originals across six genres, beginning with Tamil and expanding to other languages by the end of this financial year.Sabarish Venkat, CEO of KadhaiShorts, said audiences today are willing to pay for compelling entertainment when pricing is simple and affordable. “At the same time, we are also evaluating hybrid monetisation opportunities, including brand partnerships and advertising integrations, as the platform scales,” he said. “While it is a crowded market, it is still an evolving category in India, with scope for everyone to grow,” he added.Promotional videos for the venture take a dig at Tamil television serials, portraying them as overly sentimental and never-ending, while positioning the platform as content designed for the time-crunched generation’s viewing habits. The company aims to tap into India’s strong entertainment consumption patterns and the television serial culture shaped over decades.
