MS Dhoni, the legendary former Indian cricket team captain, has invested in the AI-led storytelling platform Kuku. He also joins the short-form entertainment app, Kuku TV, as brand ambassador. This move strengthens the company’s position in India’s mobile-first content market.
The format of microdrama storytelling is witnessing strong growth amid changing consumer viewing habits and increasing smartphone penetration across regional markets.
Commenting on the occasion, MS Dhoni said, “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.”
Kuku Co-Founder and CEO Lal Chand Bisu added, “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.”
Kuku Co-Founder and COO Vinod Kumar Meena shared, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Kuku Co-Founder and CTO Vikas Goyal continued, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Panthera Peak Capital Managing Director Nikhil Bhandarkar concluded, “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.”
Founded in 2018, Kuku operates a multi-format storytelling network spanning short-form video, audio and learning-led content through platforms including Kuku TV, Kuku FM and Guru. The company has surpassed 350 million installs and built a catalogue of more than 20,000 titles across several Indian languages, reflecting strong traction among Tier 2 and Tier 3 audiences.
To mark the association, Kuku TV has launched the campaign “Dhoni Watches Kuku TV”, supported by a brand film built around Dhoni’s instinctive decision-making persona, reinforcing the platform’s positioning as a destination for quick, engaging storytelling.
Dhoni’s investment underlines a broader shift in athlete capital towards technology-led media ventures, particularly in sectors where artificial intelligence, regional content and mobile consumption are converging to shape the next phase of India’s digital entertainment economy.
