Aman Mannan and Oindrila Roy launch AndOr
The Mumbai-based storytelling company will create brand-first microdramas, micro-docs, social series and micropodcasts
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Published: Aug 31, 2026 12:47 PM | 2 min read
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- Aman Mannan and Oindrila Roy have co-founded AndOr, a storytelling company focused on creating tailored micro content that integrates entertainment with marketing for brands.
- Oindrila, with nearly 30 years of experience in advertising, emphasizes the need for brands to engage audiences through episodic storytelling rather than traditional campaign formats.
- Aman, who has over 25 years in the industry, highlights the shift in audience preferences towards new storytelling methods and aims to incorporate diverse talent from various media sectors at AndOr.
- The company plans to utilize a combination of AI and live action to develop stories that resonate with everyday life, addressing the challenge of capturing audience attention in a digital landscape.
Aman Mannan and Oindrila Roy have jointly founded AndOr, a storytelling company that will create bespoke micro content for brands, melding entertainment with marketing.
“Most marketing still thinks in campaigns even though audiences increasingly follow stories through episodes, characters and recurring formats,” said Oindrila, Founder and CEO, AndOr. “AndOr starts with the problem the brand needs to solve and then finds the story and format that can solve it. Our enemy is the skip button, so the work has to earn people’s attention while giving the brand something it can continue to own and grow.”
Oindrila brings close to three decades of experience in advertising and brand building. Before founding AndOr, she was Managing Director of Publicis India. At AndOr, she leads the business, strategy and brand product.
Aman brings more than 25 years of experience across advertising and storytelling, having worked with Publicis India, Leo Burnett, DDB and McCann Erickson. His last agency assignment was as National Creative Director of Saatchi & Saatchi India.
“‘Be the change you want to see in the world’ feels especially relevant when the world itself is changing,” said Aman, Founder and CCO, AndOr. “Oindrila and I could see audiences moving towards new forms of stories, and we were not speaking to them. AndOr is our answer. We want to tell micro stories about brands and make them part of people’s everyday lives. Our writers’ rooms will bring together talent from cinema, OTT, television and advertising. AI will meet live action, and stories will come from every corner of the country.”
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