Godrej Enterprises Group has entered the short-form drama game with 2nd Gen Kumars, an eight-episode Instagram series that treats home products as set dressing rather than sales points.
The hook
The opening places a return at the centre: 30-year-old Tara comes back from Hong Kong to Mumbai and invites her cousins to her new home. The first three seconds set up a family story—reunion, comparisons, unresolved history—before any product takes the frame.
The structure of the film
Each episode runs around two minutes and follows the housewarming as it brings back childhood memories and family tensions. The home is the main set, and Godrej’s digital locks, furniture, home lockers and appliances appear as part of the characters’ daily lives.
The cast includes Shreya Gupto, Naman Arora, Rushad Rana and Ekavali Khanna. Bonfire Collective created and produced the series.
Why it spread
This is not a hero film cut into slices. It is an episodic, nostalgia-driven drama built for Instagram viewing, where conflict between cousins gives people a reason to share and return.
- Format: eight episodes of about two minutes each.
- Platform: Instagram, where short vertical storytelling is native.
- Creator: Bonfire Collective; cast includes Shreya Gupto, Naman Arora, Rushad Rana and Ekavali Khanna.
- Share trigger: family comparison and unresolved differences, wrapped in the idea of what home means today.
“Godrej has always been part of the modern Indian home, enabling meaningful moments.” — Sumeet Bhojani, Head – Brand and Strategic Insights, Godrej Enterprises Group
The numbers
The source gives no view counts. What it does give: 8 episodes, around 2 minutes each, and 1 storyline that brings together Godrej’s Locks, Security Solutions, Interio by Godrej and Appliances businesses in a single format.
Steal this
- Borrow a soap structure, not an ad structure. Recurring characters and unresolved tension give viewers a reason to come back.
- Let the product live in the room. Place it in the scene as everyday life, not as the hero.
- Use one set to carry multiple lines. A single home lets several product categories share the story without multiplying production costs.
Watch the original: Godrej Enterprises Group on YouTube
Source: Afaqs!
