MS DHONI HAS invested in Kuku, a mobile-first, AI-driven storytelling platform, and has also come on board as the brand ambassador for its shorts and drama app Kuku TV.
Kuku operates a suite of storytelling apps including Kuku TV for microdramas, Kuku FM for audio storytelling, and Guru for edutainment. The company has also recently expanded into theatrical releases.
As part of the partnership, Kuku TV launched the campaign #DhoniWatchesKukuTV, anchored by a brand film built around the line “aap Mahi ko dekhte ho, aur Mahi Kuku TV ko.” The campaign playfully builds on Dhoni’s instinctive decision-making, bringing alive the idea of compelling, high-quality stories delivered in just two minutes. The film has been widely admired by fans and users, while also drawing strong appreciation from marketers for its sharp insight and execution.
Founded in 2018 by IIT alumni and Forbes 30 Under 30 honorees Lal Chand Bisu, Vinod Kumar Meena, and Vikas Goyal, Kuku has scaled to over 350 million installs across its apps. The platform hosts a library of 20,000+ titles across 7+ languages and multiple genres, with several shows crossing 100 million views.
Commenting on the partnership, Dhoni is quoted in a company release as saying: “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
The release quotes Kuku co-founder and CEO Lal Chand Bisu as noting, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Nikhil Bhandarkar, managing director of Panthera Peak Capital, which is an early stage investor in Kuku, added: “Kuku’s vision, execution, and clarity of thought are exceptional – qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
