Abstract: With rapid digitalization currently taking place in India, young Indian adults have been heavily relying on digital media for entertainment content that discusses unconventional topics and resonates with their mindset, which traditional Indian TV programs often fail to do. This change in viewing habit coincides with marketers looking for new marketing communication tools to cope with the changing advertising landscape. This change can be attributed to the ailing effectiveness of traditional advertisements due to clutter, technology-enabled ad-zapping which is accompanied by declining attention paid to advertisements and increasing defensiveness of consumers towards ad-persuasions. Branded web-series are produced or co-produced by the brand themselves and hence, the narrative is centred around the brand.