iWorld
“This is just the start”: Anshuman Misraa on Reelies’ explosive growth
MUMBAI: Reelies isn’t just dipping its toes into the entertainment scene—it’s doing a full cannonball. On 17 February, Anshuman Misraa dropped a LinkedIn update that made waves, revealing that Reelies has skyrocketed to 120K customer sign-ups, launched six binge-worthy series, and gained a fiercely loyal Instagram following of 24.4K. If that wasn’t impressive enough, Contract Marriage has racked up a jaw-dropping 3.5 million views, while Reelies’ Instagram page has amassed a staggering 37 million impressions in just 90 days. Talk about a vertical takeoff!
“This is just the start”, Misraa declared. And if these numbers are any indication, he’s absolutely right.
Reelies is not just another streaming app; it’s the snackable content revolution your scrolling thumb deserves. Offering short drama videos and vertical web series, Reelies ensures you get gripping entertainment without the hassle of flipping your phone sideways. Whether you’re into heart-fluttering romances, nail-biting thrillers, or laugh-out-loud comedies, it’s all served up in bite-sized portions. Available on Android and Ios, the app delivers on-demand streaming with a lightning-fast, user-friendly interface and unlimited original content—because why settle for long and boring when you can have short and addictive content?
“In an exclusive phone interview with Indiantelevision.com, Misraa shared insights on Reelies’ rapid growth, future innovations, and the impact of his viral LinkedIn update.”
Edited excerpts from the call
Misraa shared that on average, viewers spend about nine minutes a day watching Reelies’ short dramas. “It’s quick, impactful, and keeps them hooked before their next scroll”, he said. While Reelies enjoys a global presence, India remains its stronghold, accounting for nearly 95 per cent of its audience. “We’ve tapped into a format that resonates deeply with Indian audiences, and it’s paying off,” he added.
When it comes to influencer power, Reelies isn’t playing small. The platform has already launched eight series featuring a roster of influencers with a combined Instagram following of 150 million. “We’re bringing back Riyaz Ali, who has 27.7 million followers, for another show”, Misraa revealed. Jaswant Bopanna is also set to return, while new faces Akriti Negi, Ratan from Chandigarh, and Shagun Sharma are joining the lineup. “We’re constantly scouting for fresh talent who bring new energy to our platform”, he added.
Reelies is a full-fledged creative powerhouse, handling all production in-house. With a dedicated team of writers, directors, producers, and crew, every project is crafted with complete creative control. “Everything is done internally to ensure the highest quality and consistency,” Misraa noted.
And if you’re wondering where the money is coming from—no, there are no big investors pulling the strings. Reelies is entirely self-funded, with Misraa personally backing the venture. “We are completely bootstrapped, with all investments coming from my personal funds,” he confirmed.
Unlike traditional platforms, Reelies isn’t looking to integrate with other players. The vertical storytelling format is a unique space, and Misraa believes Reelies is pioneering Indian short-form drama in this space. “This is a separate category; vertical storytelling operates differently from traditional horizontal video platforms,” he explained.
As for competition, Misraa isn’t worried. “In India, we are the first to launch a dedicated vertical short-drama platform. Others may be planning similar concepts, but we have already established our presence and are moving forward. Internationally, competition exists, but we are pioneering Indian short-form drama production.”
Road ahead
Reelies has ambitious expansion plans, with a goal of producing 50 series within the first year—all in-house. Currently, the Reelies app is the sole distribution platform, with no plans for syndication. Growth has been driven by organic strategies and a lean marketing budget. “Our focus is on leveraging social media to expand our reach. We are targeting over one million downloads within the next six months while keeping customer acquisition costs low,” Misraa concluded.
Looking back on the early days, Misraa highlighted the rigorous efforts to fine-tune Reelies’ storytelling format. “We have even developed our own ‘Bible’ to train writers on how to create & produce content in this unique format,” he said. He credited his seasoned production team for smooth execution but stressed the critical role of writing. “Writing is the foundation of everything. It’s the key to making this format work.”
Misraa isn’t pulling off this entertainment coup alone. Backing him are co-founders Anshumaali Jha and Mridul Toolsidass. Toolsidass, a writer-director and National Award winner for Toolsidass Jr. in 2022, injects serious creative firepower into Reelies. With a dream team like this, Reelies isn’t just redefining short-form entertainment in India—it’s flipping the script entirely. And if the last 90 days are anything to go by, this rollercoaster is just picking up speed.
(Story updated at 8pm)
iWorld
What SMS letters G, T, S and P mean and how they help spot scams
Small alphabet tags on messages reveal whether texts are government or ads.
MUMBAI: Sometimes the smallest letter in a message can be the biggest clue. In an age where smartphone users receive dozens of alerts every day, the tiny alphabet appearing at the end of many SMS messages can reveal whether a text is official, transactional, service related or simply promotional. Understanding these tags can help users quickly identify legitimate messages and stay alert to potential scams.
Under telecom regulations in India, SMS senders are required to categorise messages based on their purpose. As a result, many texts end with a single letter that indicates the type of communication being sent.
If an SMS ends with the letter G, it typically means the message has been sent by a government authority. These alerts may include information about public services, government schemes, safety advisories or emergency notifications such as natural disaster warnings.
A message ending with the letter T signals a transactional SMS. These are usually sent by banks, financial institutions or digital services to confirm activities such as payments, account updates or one time passwords (OTPs).
The letter S represents a service related message. These notifications commonly come from companies and online platforms providing updates about services or orders. For instance, e commerce platforms like Amazon or Flipkart often send delivery updates and order confirmations that end with the letter S.
Meanwhile, SMS messages ending with the letter P are promotional in nature. These texts are typically marketing communications sent by businesses advertising products, offers or services such as education programmes, fashion sales or loan schemes.
Understanding these simple tags can also help users stay cautious about fraudulent messages. Cybersecurity experts note that scam messages often do not follow these regulated formats and may arrive without any category letter at the end.
While the absence of a tag does not automatically mean a message is fraudulent, it can serve as an early warning sign encouraging users to verify the source before clicking links or sharing personal information.
For those who wish to reduce marketing texts altogether, telecom operators also provide Do Not Disturb (DND) options.
Users of Jio can activate DND through the MyJio app by navigating to the menu, selecting settings and enabling the DND option with preferred filters.
Similarly, subscribers of Airtel and Vi can enable the same feature through their respective mobile apps to block promotional messages.
In a digital world flooded with alerts and notifications, recognising what a single letter means could make the difference between a harmless update and a potential scam.
