Welcome to the peak content era.

Close-up of a woman's eyeA woman lying in bed at night, lit by her phoneA face covered in social media app iconsA person with curly hair seen from behind in a dim roomA girl on her phone, wired to a wall of picturesA wall of stacked vintage television setsA woman in headphones surrounded by floating photosA woman with a phone strapped over her eyesA wall of glowing social media picturesA person scrolling a phone on a balcony at nightTwo people on their screens in separate rooms at nightA woman sitting inside a wall of glowing screens

There is more to watch than ever.

More to scroll. More to buy. More to follow. Every screen is full. Every feed keeps going.

And somehow, we still keep going back to the same things.

A man on his phone in bed, late eveningA man on his phone in bed at nightA man still on his phone in bed at 4:30 amA man asleep beside his phone as morning comes in

You'll sit through twelve episodes of a world you barely know, the same blinkit order you'll place in less than 10 seconds, you'll follow someone cleaning their house and giving you an ASMR and watch someone else's baby growing up on the internet, not because you're bored, but because they built something that continues.

The brain isn't looking for another surprise. It's looking for what comes next.

There's a name we've given to this behaviour.

the continuity kink.

It's the itch you get when something knows it will continue. We started liking things that already had a little history.

A face we knew. A joke we remembered. A show we'd already spent six hours with. You didn't need the introduction. You already knew the world and You keep watching because there is more to know.

A crowded street full of neon signs at nightA wall of old televisions showing staticA lone figure sitting on steps in a pool of lightPeople walking through a long covered walkway, in black and white

And that changes the job of content.

The feed is full of brands trying to win the next three seconds.

Another trend, another static, another Reel that starts and ends before you've had time to care. Nothing wrong with any of that.

But if every piece starts from zero, the audience has to start from zero too.

And that's a damn slow way to retain people on the internet.

The World of Mandala Murders on NetflixA still from Special Ops 2 on JioHotstarBreathe: Into the Shadows on Prime Video - What is C-16?A still from Made in India - A Titan Story

We build campaigns for the shows that taught the world how to binge.

  • Netflix.
  • Prime.
  • Hotstar.

We know what makes someone press "Next Episode" because we've spent years building that exact moment.

Then we started wondering why brands don't design for the same itch. So we tried it. It worked.

A man in a red shirt standing at a cafe door01Overhead shot of a woman lying on the floor beside her phone02A phone on a tripod, recording03Overhead shot of a man on the floor beside his phone04Friends around a table in a decorated cafe05Overhead shot of a woman on the floor with her phone06A man in a red shirt standing at a cafe door07Overhead shot of a man on the floor beside his phone08

We don't make more content. We design reasons to come back.

The format is called micro-series. A series of 20-60 second episodes, built around one recurring world, format or story. Every episode has something worth watching and every episode leaves something behind.

  • A question.
  • A clue.
  • A character.
  • A running joke.
  • A reason to return.

Then we make the thing.

  1. Poster: How do you market a story that already belongs to India?01

    BRAND

    You bring the brief, ambition and territory you want to own.

  2. The SoCheers team going over a script on set02

    STRATEGY

    We find the world and build the narrative.

  3. A camera operator on a SoCheers film set03

    FILMS

    We turn that spine into episodes, characters, visual language and production.

  4. The SoCheers team in a meeting04

    TOGETHER

    We make, release, learn, build on what lands and keep the story moving.

And this is what it can look like.

A man in a glowing visor standing in a dark room

You made it to the end and hence the concept seems to be right.

Now, let's make yours ?