RuPay has entered India’s growing microdrama space with Sarva Groom Sampanna, a nine-episode vertical series created by tgthr. Originals, the content division of independent agency tgthr.

The series is part of Tiny Talkies, an original microdrama property developed for RuPay in partnership with tgthr. Originals. Designed for mobile-first viewing, it blends slice-of-life storytelling with the brand’s payment products.

Set against the backdrop of arranged marriage, the show follows Arya, a 27-year-old navigating introductions, family expectations and the search for a suitable match. His eccentric household includes a mathematics teacher father who distrusts credit cards, a mother fascinated by true-crime programmes, and an astrology-loving aunt.

Rather than interrupting the narrative with conventional advertising, RuPay is woven into the characters’ everyday situations and conversations. The integration aims to make the products feel relevant to the plot, while keeping the humour and family dynamics at the forefront.

Pragati Rana, regional creative officer – West, head of Originals and founding partner at tgthr., said the project reflects a shared belief that brands must create stories audiences want to watch. She added that the challenge lies in turning a brief into a compelling idea and building a narrative that earns attention before viewers consciously notice the brand.

Aalap Desai, chief creative officer and co-founder at tgthr., who directed the series, said brand integration works best when considered from the first briefing, rather than added after the script is complete. He described the collaboration as smooth and the creative process as comparable to any other production.