ShareChat and Moj partner with Glow & Lovely on comedy micro drama series

Mohalla Tech, the parent company of ShareChat and Moj, today announced the launch of its new comedy micro-drama series, ‘Saas, Bahu aur Magic’. Presented by Glow & Lovely. Subverting the familiar friction and dramatic tension of traditional Saas-bahu narratives, the series highlights a lighter, progressive bond- marking a fresh benchmark for brand-led storytelling in India’s booming short-form vertical video ecosystem.

The series marks an evolution in short-form entertainment, showing how purposeful brand partnerships can anchor storytelling in empathy rather than toxic melodrama.

Set in Piplya- a close-knit small town where privacy is rare-the story follows Shanti Devi, famed for her traditional mango achar, and her ambitious daughter-in-law Priya, who balances family life with digital content creation. While Shanti has shouldered domestic duties for over three decades, Priya refuses to let marriage sideline her personal aspirations.

When an unexpected stormy night triggers a magical body swap, both women are forced to literally walk in each other’s shoes. As they scramble to navigate a high-stakes town competition, they uncover the silent sacrifices and compromises each has made.

Living each other’s realities swiftly dissolves generational friction into genuine solidarity: Shanti learns to respect Priya’s digital ambitions, while Priya discovers the quiet strength behind Shanti’s everyday self-care rituals. Throughout this journey, Glow & Lovely is seamlessly woven into the narrative as an organic symbol of shared confidence, care, and mutual appreciation. The show artfully spotlights both product lines across generations- highlighting Priya’s fresh radiance through Glass Bright and Shanti’s daily skin vitality through Renew Bright, proving that every woman’s ritual of self-care is catered to her unique everyday moment.

Commenting on the launch of the series, Neha Markanda, Chief Business Officer, ShareChat & Moj, said, “We’re entering a phase where brands are shaping the micro drama narrative while ensuring their product ethos resonates with millions of Indian consumers. ‘Saas Bahu Aur Magic’ - a story about two women balancing their families and their own aspirations - allowed us to highlight the small, everyday self-care rituals women keep for themselves. By focusing on highly relatable characters and family dynamics, we have created a series where the storytelling and brand integration remain entirely uninterrupted and deeply engaging.”

Pratik Ved, VP - Skincare, Hindustan Unilever Limited, “Consumer attention is evolving, and brands need to evolve with it. We believe today’s Glow & Lovely consumer is increasingly spending her time in new-age, short-form content spaces, making formats such as Microdramas an exciting opportunity for us to connect with her. Our partnership with ShareChat & Moj allows us to meet our consumers where they already are, through storytelling that feels fresh, relevant and engaging.”