Kuku TV and Flipkart, India’s homegrown e-commerce marketplace, have announced a strategic partnership in India, bringing together premium microdrama entertainment and shopping rewards. The partnership gives eligible users subscribing to Kuku TV, through the Flipkart SuperCoins Rewards Store, the opportunity to receive up to 100% of their subscription value back in SuperCoins. Users can effectively recover the full value of their subscription through rewards redeemable across the Flipkart ecosystem.
These SuperCoins will be credited directly to users’ accounts and can be redeemed across eligible offerings on Flipkart Minutes, Cleartrip, Myntra, Shopsy, and participating partners across categories including food, travel, and stays. The partnership also integrates Flipkart SuperCoins directly into the Kuku TV app, allowing users to redeem their existing SuperCoins towards eligible subscriptions. Initially, users will be able to use SuperCoins to cover up to 30% of their subscription value, making premium entertainment more accessible and rewarding. Kuku TV and Flipkart have integrated their platforms through APIs bringing SuperCoins into the Kuku TV experience.
Microdramas are mobile-native, vertically formatted, professionally produced shows, typically comprising 45 to a few hundred serialised episodes of approximately two minutes each. Built around compelling hooks, emotionally engaging narratives, and cliffhangers, they are designed for everyday viewing moments, from commutes to short breaks. The format represents the fourth wave in the evolution of video entertainment, from cinema to television, OTT, and now mobile-first professionally generated content (PGC). Microdramas combine professionally produced storytelling with the convenience, personalisation, and bite-sized viewing experience of mobile-first entertainment.
The collaboration introduces three key consumer benefits.
Up to 100% SuperCoins Back on Subscriptions: Users signing up for Kuku TV through the Flipkart SuperCoins Rewards Store can purchase eligible subscriptions and receive up to 100% of their subscription value back in SuperCoins.
Redeem SuperCoins on Kuku TV: Users accessing Kuku TV directly can redeem their existing Flipkart SuperCoins up to 30% of their eligible subscription value initially.
More Ways to Earn and Redeem: In subsequent phases, both platforms will enable SuperCoins redemption for subscription renewals, extensions and upgrades, alongside opportunities to earn rewards through activities such as viewing streaks and app visits.
