Zee Entertainment Enterprises (now rebranded as 'Z') has entered into a strategic equity partnership with Bullet, a content and tech start-up co-founded by serial entrepreneurs Azim Lalani and Saurabh Kushwah.

Bullet's first product is a micro-drama app featuring fast-paced, vertical-format short episodes tailored for younger audiences. As part of the deal, Zee will invest in or acquire a stake in the start-up, integrating the app into the Zee5 platform to tap into its large user base.

Aiming to deliver binge-worthy stories with global appeal and a local flavour, Bullet will feature content across multiple Indian languages, leveraging Zee’s strong content capabilities.

Furthermore, the platform will use AI to predict content performance and pricing, introduce gamified features to boost engagement and offer a monetisation model for independent creators and studios.

This move aligns with Zee’s broader strategy to evolve into a content-and-tech powerhouse, expanding its offerings across formats and age groups while shaping the future of digital entertainment.

Company Spokesperson of Zee Entertainment Enterprises, said, “As the digital ecosystem grows exponentially, we are constantly identifying several value-accretive opportunities to drive scale. Our strategic partnership with Bullet aims to build a competitive advantage for the future by identifying innovative formats and scaling them through our platforms to drive stronger monetisation. We believe that short-form storytelling serves as a powerful way to engage younger audiences and by integrating the micro-drama experience within the Zee5 ecosystem, we are further strengthening the value proposition for consumers as we accelerate our digital growth strategy across languages.”

Lalani, co-founder and chief business officer, Bullet, said, “Having witnessed multiple content revolutions over the past two decades, I believe we are now at the cusp of the next big shift. There has been an influx of short-form content consumption over the last few years, and with the launch of Bullet, we aim to combine the novelty of the format with fast-paced captivating stories for users. With snacky content increasingly capturing the audience’s short attention span and keeping them engaged, the next wave of content consumption will encompass creators that nurture the ability to deliver intrigue and emotions in bite-sized formats. We remain confident that Bullet is uniquely positioned to combine the rich content legacy of ‘Z’ with global-ready formats and cutting-edge technology. I’m excited to build this platform with the backing of ‘Z’ and our dynamic team.”

Kushwah, co-founder and chief technology and product officer, Bullet added, “The convergence of creators, technology, and storytelling is reshaping digital entertainment. At Bullet, we are building a platform that not only entertains but also enables. With gamified layers, AI-backed content ops, and a creator-first ecosystem, we’re shaping the future of MicroDrama in India—and beyond.”