ShareChat and Moj Launch ‘Saas, Bahu aur Magic’ Micro-Drama With Glow & Lovely

ShareChat and Moj are exploring that idea through Saas, Bahu aur Magic, a new comedy micro-drama presented by Glow & Lovely. Launched by Mohalla Tech, the parent company of ShareChat and Moj, the series gives the familiar Indian saas-bahu storyline a magical twist. Instead of focusing on household rivalries and family conflicts, it explores how two women from different generations begin to understand each other’s struggles, responsibilities and aspirations.

What Is ‘Saas, Bahu aur Magic’ About?

Set in the small town of Piplya, the story follows Shanti Devi, known for her traditional mango pickle, and her ambitious daughter-in-law, Priya. Shanti has spent over three decades managing household responsibilities and following familiar traditions. Priya, meanwhile, wants to balance her married life with her ambitions as a digital content creator.

Their contrasting perspectives create friction. While Shanti is accustomed to traditional family roles, Priya wants the freedom to pursue her ambitions alongside her responsibilities at home. Both struggle to understand what the other is going through. Things take an unexpected turn on a stormy night when a magical body swap forces them to step into each other’s shoes. As they navigate unfamiliar routines, the two women also find themselves competing in a high-stakes town competition.

The experience gradually changes their relationship. Shanti begins to recognise Priya’s ambitions as a digital creator, while Priya develops a deeper appreciation for Shanti’s experiences and everyday self-care rituals. Through humour and fantasy, the series shifts the familiar saas-bahu narrative towards empathy, mutual respect and understanding across generations.

How Glow & Lovely Fits Into the Story?

Glow & Lovely is integrated into the series through the everyday self-care routines of its central characters. Rather than relying solely on direct product promotion, the brand connects its skincare offerings with the women’s individual lifestyles.

Priya’s routine features Glow & Lovely’s Glass Bright range, while Shanti’s is associated with the Renew Bright range. This integration places the products within the characters’ daily lives and supports the series’ broader message around confidence and self-care. The partnership also reflects how consumer brands are exploring entertainment-led storytelling to connect with audiences in more relatable ways.

ShareChat and Moj Explore Branded Micro-Dramas

The launch highlights the growing potential of micro-dramas as a branded entertainment format in India’s short-form video ecosystem. Designed for mobile viewing, these compact, vertically filmed stories allow brands to integrate products into ongoing narratives rather than relying entirely on conventional advertisements. For platforms such as ShareChat and Moj, branded micro-dramas offer an opportunity to combine entertainment with advertising through characters, humour and familiar cultural experiences.

Commenting on the launch, Neha Markanda, chief business officer at ShareChat and Moj, said brands were increasingly shaping micro-drama narratives to connect their product ethos with Indian consumers. She highlighted how the series uses relatable family dynamics and the experiences of two women balancing domestic responsibilities with personal ambitions to bring everyday self-care rituals into the storyline.

Pratik Ved, vice-president of skincare at Hindustan Unilever, also pointed to the growing relevance of short-form content for Glow & Lovely. He said consumers were increasingly spending time in new-age, short-form content spaces, making micro-dramas an opportunity for the brand to connect with audiences through fresh and engaging storytelling.

Why This Launch Matters for Branded Entertainment

The launch of Saas, Bahu aur Magic demonstrates how brands and digital platforms are experimenting with storytelling formats that combine entertainment and product integration. By building the campaign around a recognisable family relationship, ShareChat and Moj give Glow & Lovely a role within the narrative instead of making the product the sole focus. The series also taps into the popularity of short-form vertical video, where concise, character-driven stories are designed to keep viewers engaged.

Ultimately, Saas, Bahu aur Magic offers a different take on the traditional saas-bahu drama. Its magical body swap creates room for humour while exploring the pressures, ambitions and sacrifices that can go unnoticed between generations. And while a little magic may not resolve every family disagreement, the series makes a simple point: understanding someone else’s life can change the way you see your own.

Binge Bindass: We Watch So You Don’t Have To

Too many micro-dramas, too little time? Binge Bindass by The Reelstars is here to make your watchlist decisions easier! From plot twists and performances to the overall binge-worthy factor, we review micro-dramas to help you figure out what’s worth watching and what you can skip. Less scrolling, more watching what you love!

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