Nykaa and independent creative agency SW Network have launched Hotel Wanderlust, a six-episode micro-drama series for Nykaa Wanderlust, the experiential bath and body care brand that turns everyday self-care into a sensory getaway. It is Nykaa’s first micro-drama, and the brand is built into the entertainment itself instead of interrupting it with an ad.
The series is set in a playful fictional hotel and stars comedian and actor Varun Thakur, alongside Shachi as a quirky receptionist. Each episode welcomes a new guest, including creators Srishti Garg, Pulkit Kochar and Mishall B, each arriving with an everyday dilemma. As their stories unfold, Nykaa Wanderlust’s body mists, perfumes, shower gels and lotions appear in the action without the story stopping to sell them.
A couple of weeks after launch, the series has picked up almost a million views across its six episodes. Audiences have praised the bite-sized format and the chemistry between Varun and Shachi, calling it a fresh break from traditional ads.
Vinit Patil, Creative Director at SW Network, said micro-drama has its own grammar: give people a reason to stop, then to stay, then to share. That meant putting story, characters, popular faces and distribution before expensive production spectacle.
Omna Winston, Creative Head at Nykaa, said Gen Z wants brands to create experiences they can be part of. The team took the travel-inspired world of Wanderlust and turned it into a format native to Instagram.
With all episodes out, the series also works as a launchpad for Nykaa Wanderlust’s new fragrance line.
