Myntra has launched “Folks in the Building”, a micro-drama series built on a simple question: what if the internet’s familiar personalities all lived in the same building? The cast includes Anuj Gupta, Sameha Shams (Sheena), Shivani Gupta, Varun Grover, Anubhavi, Ankita Sahigal and Gulshan Grover, each bringing their own content style and audience community.
Across four two-minute films, the residents cross paths in everyday situations that lead to chaos, comedy and unexpected encounters. A recurring Myntra delivery executive, Vishal, moves through the building as an accidental witness and sometimes an unwilling participant. Rather than inventing fictional characters and casting creators to play them, the series starts with personalities audiences already know and builds the world around them.
The approach is to entertain first, weave the brand in seamlessly and let the story do the selling. Deliveries, shopping behaviour and Vishal’s presence become part of the narrative instead of conventional placements. The casting also reaches Myntra’s varied audience, spanning younger internet-first viewers, millennials, couples and more mature audiences, giving each a familiar way into the same story.
Monalisa Panda, Head of Social at Myntra, called this just the first floor and said the brand wants to see which residents and crossovers audiences ask for next. Raghav Bagai of SW Network said the challenge was holding attention in two minutes. Jaunty of BIAS Studios said the team was building one cohesive world, not just four films.
