We built AndOr to make brand stories people choose to watch.
The skip button may be the most enthusiastically used feature in the history of advertising. The reason is simple: advertising interrupts, and people will take the exit when you offer them one.
We think attention works the other way round. If you want it, you have to send an invitation, not an intrusion. AndOr is a storytelling company for modern marketing. We make microdramas, micro-docs, social series and micropodcasts. Each one begins with a real business problem. None should feel like one.
A story has to earn its watch time. And the brand has to earn its right to be in the story at all.
Our first stories are now in development.
Who we are
A strategist and a showrunner.
In most of this industry, the people who sell the work are not the people who make it. We have both sat on the wrong side of that meeting, and we chose not to build a company that way. You get the founders on every project, from the first conversation about the brand problem through to the final cut. Aman and Oindrila design every solution together, in the same room, before a word of it is written.
AndOr is a new company, and in one specific way that helps. We are not tied to a legacy production model. We shoot when the story needs a camera, a location and a cast. We use AI when it takes us somewhere a shoot cannot, or gets us there in time. The story decides, not the tooling.
Mumbai is our address, not our creative default. We think regionally from the start, rather than building a story here and translating it for everywhere else. We begin with the geography where the solution needs to work: its language, humour, rhythms, references and lived reality. Then we bring in the writers, directors and cultural collaborators who know it from the inside. The story adapts to the audience; the audience is never asked to adapt to us.
Oindrila Roy
Founder and Chief Executive Officer
Oindrila has spent close to three decades in advertising and business leadership. She was Head of Strategy, India at Essence (a division of GroupM), Head of Marketing at Edelweiss Tokio Life, and held roles at Leo Burnett and JWT. Most recently, she was Managing Director of Publicis India.
At AndOr she runs the company and the strategic work end to end. She defines the brand problem, finds the audience tension the story has to sit on and builds the commercial case for the season. She leads the client relationship, sets the distribution plan while the writing is still happening and reads the performance at the end. She is the one who will ask what number has to move.
Aman Mannan
Founder and Chief Creative Officer
Aman brings over 25 years of advertising and storytelling across India's leading agencies. Publicis India, Leo Burnett, DDB and McCann Erickson. His last assignment was as National Creative Director of Saatchi & Saatchi India.
He is a produced series writer. Saas Bahu Aur Flamingo, which he co-wrote, ranked among India's top 5 shows in 2023 and won Filmfare awards. It streams on Disney Hotstar. His next series, Loot Kand, arrived on Amazon MxPlayer by end of February 2025. He is also working on a feature film script that has been greenlit by an Academy and National award-winning production house.
At AndOr, he runs the creative work end to end. He builds the world, writes the characters and designs the episode engine that makes a format run past one season. He leads the writing room, directs the tone of every show and holds the final cut. He is the one who will ask what the brand has earned the right to say.
What we do
We build brand worlds, not campaigns.
A campaign is built to end. A show is built to return. We create the world that gives it somewhere to go. AndOr is a micro content and microdrama company based in Mumbai. We start with the brand problem, find a tension the brand can credibly own, and turn it into a series people come back to.
Every AndOr show is built on a format bible, which is the difference between making a film and owning a show. A season that works can run again. New episodes, new languages, new markets, without going back to the beginning.
Creators can lend a brand their audience, but the relationship remains theirs. A brand-owned show gives the brand something it can continue to build. This is content the brand owns, not media the brand rents.
We work in four formats.
- Microdrama
- Scripted fiction, made vertical. Eight episodes of ninety to one hundred and twenty seconds, built to run as seasons.
- Micro-docs
- Real people, real skills, real communities. Four to twelve documentary films of six to eight minutes each.
- Social series
- A recurring show with a host, a device or a challenge. Six to eight episodes, built to continue.
- Micropodcasts
- Short conversations, audio or video, with a clear premise and a voice you recognise. Eight to twelve episodes.
How we work
One programme. Ninety days.
Nobody should have to commit a year of budget to an idea nobody has watched yet. So we built the engagement the other way round. One tension. One format. One season. Then we scale what worked. The AndOr 90-Day Sprint runs in four stages, and at the end of it you own a content property rather than a set of files.
- 1Brand worldThree weeks
- We find the cultural space your brand can credibly own, then build the world around it. Recurring characters, visual codes, rituals, and the rules that keep it safe for the brand.
- 2FormatFour weeks
- We turn that world into a repeatable format with an episode engine, the recurring tension that drives every story. You get the format bible, eight scripts and the storyboards.
- 3Pilot seasonFour weeks
- We produce eight episodes under human creative direction, shot live or made with AI as each episode demands, and often both in the same season. We assemble the crew around the story, not the other way round. A microdrama and a micro-doc need different directors and different rooms, so we cast the team to the format each time. You get platform-ready masters and a reusable asset library.
- 4Learning loopOne week
- We read completion, brand linkage and audience response, and let that write the brief for season two. Then we tell you plainly whether to scale it, fix it or stop. Stop is a real option, and we will say it if we mean it.
We plan distribution while we write, not after.
Contact us
Tell us the brand problem. We will tell you if there is a story in it.
A first conversation takes half an hour. Bring the business challenge, not a brief. If we do not think there is a story in it, we will tell you that too, which makes it a short and useful half-hour either way.
When your audience next chooses what to watch, we want it to be something you made.