iWorld
TTT and Maybelline launch gen z microdrama ‘Pookie’ capturing college romance
MUMBAI: Collective Artists Network’s Terribly Tiny Tales (TTT), India’s leading storytelling platform, has released Pookie, a four-episode microdrama that captures the messy, funny, and tender moments of college life.
Backed by Maybelline New York’s super-stay matte ink collection, the series follows the journey of Raima, played by content creator Tarini Shah, a lively, coffee-loving student full of hobbies and Arko, a quieter soul who finds joy in nature and simplicity.
Pookie reflects on first friendships, first love, and the small yet unforgettable experiences that shape college years. With its unfiltered, relatable tone, the series resonates with gen z audiences, spotlighting how beauty and self-expression go hand-in-hand in today’s world.
Speaking about the collaboration, Maybelline New York India, general manager, Jessica Rode said, “Confidence and self-expression are at the heart of today’s generation. Pookie with TTT gave us the perfect opportunity to be part of a story that felt authentic and relevant to our consumers. The emerging format of micro-dramas really helped us engage young audiences beyond traditional campaigns and build a real connection between the brand and viewers.”
Featuring popular content creator Tarini Shah, whose presence in the fashion and lifestyle space amplifies the authenticity of the story, the series deepens its relatability for gen z audiences.
Terribly Tiny Tales, founder & CEO, Anuj Gosalia added, “Pookie was fun, heartfelt, and rooted in everyday experiences. It’s always special when brands support us in experimenting with formats like micro-dramas. TTT is on an exciting growth curve, and with partners like Maybelline, we’re even more motivated to deliver fresh, diverse storytelling.”
Pookie premiered on TTT’s Youtube channel on 27th September, with the finale streaming on 30th September 2025.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
