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
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
