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.
MUMBAI: The 9th edition of the Content Hub Summit 2025 came roaring into Mumbai this week, promising answers to a question plaguing the media world: how do you stay original when the world’s drowning in content?
Raghav Anand, partner at Ernst & Young LLP, kicked things off with some eye-watering numbers: the Indian media and entertainment (M&E) sector is now worth Rs 2.5bn, fuelled by 1.1trn hours of content consumption. “That’s a massive amount of attention,” said Anand. But with time spent on platforms now plateauing, he warned the next battleground will be retention, not reach.
And yet, India’s churning out a gobsmacking 200,000 hours of original content a year—leading globally in volume. TV still dominates, but OTT, film and music are closing in fast. What’s changing is how and why content is made and the growing shadow of generative AI has everyone both curious and cautious.
Goldie Behl, founder of Rose Audio Visuals, dismissed the obsession with “originality” as misplaced. “There’s nothing truly original. Everything’s borrowed, lived, or inspired. What matters is conviction,” he said, adding that content made with honesty and emotional depth is what ultimately cuts through.
Aditi Shrivastava, co-founder and CEO of Pocket Aces, echoed the point, emphasising that her studio’s approach is to test stories at micro-scale before scaling up. “We find communities not demographics on social platforms. We create short, relatable pieces and build from there,” she said, adding that this modular testing lets them co-create with audiences in real time.
Saugata Mukherjee, head of content at SonyLIV, was clear-eyed about what makes content stick: identity and consistency. “We built the platform on shows rooted in Indian culture. Our audience knows what we stand for, and that’s why they return.” Originals, he said, drive both customer acquisition and retention, with long-running franchises offering a steady heartbeat.
Tejkarran Singh Bajaj, SVP and head of originals at Jio Studios, admitted times are “exciting but very difficult”. His team resists trend-chasing and instead banks on instinct: “We don’t make franchises. We find stories worth telling, ones that feel truly Indian.” That means even adaptations are reworked with a cultural lens, not just scene-by-scene lifts.
Anuj Gosalia, founder of Terribly Tiny Tales, described today’s attention economy as “weaponised dopamine”, calling short-form ‘TV minus minus’—and still wildly effective. “People used to mock reels and TikToks. Now every A-lister’s on them. Micro-dramas will be the same,” he predicted.
Swati Patnaik, creative director at Applause Entertainment, argued that the secret sauce of global success is local flavour. “The more rooted the story, the more it travels,” she said. “It’s not about the plot; it’s the point of view. That’s what cuts across borders.”
As for AI, the mood was one of cautious intrigue rather than full-blown enthusiasm. Behl questioned whether AI can ever replicate emotional depth. “When an actor cries on screen, can AI make us feel that? I’ve yet to see it,” he said.
Still, Anand noted that GenAI is already driving 20–25 per cent cost savings and slashing production time. The challenge, then, is less whether AI will be used and more how ethically and meaningfully it will be integrated.
India’s original content scene is at a thrilling and slightly terrifying crossroads. The audience is fragmented, hungry, and overloaded. AI is knocking. Attention spans are plummeting. But as this year’s Content Hub Summit showed, the real winners will be those who tell deeply human stories with cultural authenticity, creative courage, and a sharp eye on what viewers really want.
MUMBAI: Terribly Tiny Tales (TTT), the cult storytelling brand under Collective Artists Network, has launched Terribly Tiny TV — a slick new vertical riding the wave of “microdramas,” scripted short-format fiction tailor-made for today’s Insta-hungry, binge-in-a-scroll generation.
Forget long-winded narratives — these are sharply cut, emotionally loaded episodes served in just 2, 5 or 10 minutes. Built for mobile, designed for social and engineered to hook you fast, TTT’s microdramas aren’t sketches or trending commentary — they’re full-bodied fictional plots that hit hard and vanish quicker than your coffee break.
“What short films were to festivals, microdramas are to digital culture,” said Terribly Tiny Tales founder & CEO Anuj Gosalia. “With Terribly Tiny TV, we’re creating an IP engine where creators can build deeply human stories designed for digital velocity. This is the next era of storytelling — efficient, emotional, and unforgettable.”
Episodes are fully scripted, cast, and produced by TTT’s in-house storytellers and a growing collective of emerging voices. With new drops every week across Instagram and YouTube Shorts, the platform offers brands and platforms a future-facing, fiction-led format that plays native to digital culture.
“Terribly Tiny Tales has always stood at the intersection of storytelling and new formats,” said Collective Artists Network founder & CEO Vijay Subramaniam. “Microdramas are the natural evolution of that legacy, high impact through high-volume, high-feeling IPs that can live natively on social media while building long-tail value across platforms.”
Backed by more than 60 million organic views and a community of 2,500+ storytellers, TTT is betting big on turning emotional intelligence into shareable IP gold. From Instagram feeds to licensing deals, Terribly Tiny TV isn’t just surfing the short-form wave — it’s scripting the next one.
MUMBAI: In a world where dads are often the punchline, this Father’s Day campaign turned the punchline into a poem. Terribly Tiny Tales (TTT) teamed up with GM Modular to reclaim the swagger-laced phrase ‘Tu jaanta nahi mera baap kaun hai’ and give it a softer, heartfelt twist.
The result? A campaign that swapped bravado for warmth and lit up social media feeds with relatable dad moments.
The series of Instagram films captured how fathers show up in quiet, enduring ways—fixing fans, adjusting lights, and smoothing the little wrinkles of daily life. TTT calls them ‘Pookie Dads’—the silent fixers, the unsung heroes who ask for no applause but pass every unspoken Dad Test.
“This campaign is a love letter to the quiet, thoughtful, slightly awkward but completely lovable father figures”, said TTT founder & CEO Anuj Gosalia. “That’s what we wanted to celebrate with GM Modular—with humour, honesty, and heart”.
Each reel combined nostalgia with clever product placements, paying tribute to the dependability of both dads and GM’s home solutions. GM Modular’s founder Jayanth Jain added, “Just like a father’s approval, our products pass the ultimate Dad Test—ensuring a seamless blend of safety, reliability, and thoughtful design”.
From the iconic phrase to iconic gestures, the campaign turned fatherhood into a montage of micro-heroism—captured one silent fan switch and soft smile at a time. Viewers can catch the three-part film series on TTT’s Instagram.
MUMBAI: One sip, one script, and a lot of feels. Parle Agro’s beloved mango drink, Frooti, just made a bold new move from supermarket shelves to streaming screens with the launch of Yaar Log!, an original six-part web series produced by Collective Artists Network’s Terribly Tiny Tales (TTT).
This isn’t just product placement, it’s Parle Agro’s first leap into long-form branded storytelling, and it’s all about friendships that feel as familiar and fizzy as the iconic yellow drink. The show follows a tight-knit group of friends who begin to unravel emotionally when their glue, a core member ironically nicknamed ‘Frooti’ announces he’s moving abroad. What follows is equal parts heartache and hilarity, with Frooti (the drink) making cameo after cameo in fridge raids, meltdowns, and tender goodbyes.
Yaar Log! marks the first time Frooti has been woven into a narrative format. Known for its association with fun and youth culture, the drink is cleverly used as a metaphor for comfort and continuity, the friend who never leaves, even when others do.
“Frooti has always been more than just a beverage, it’s been part of our memories and mischief,” said Parle Agro joint managing director and CMO Nadia Chauhan. “Yaar Log! is about deepening that emotional bond not through ads, but through stories that stick.”
The series premiered on 20 May on TTT’s YouTube and Instagram, with new episodes dropping weekly.
According to TTT Founder & CEO Anuj Gosalia Yaar Log! is a tribute to friendships that shift with time but stay rooted in shared rituals. “It’s for every group chat that’s gone quiet after one friend moved away. And it’s for the bottles of Frooti that stayed in the fridge like a promise.”
With its mix of humour, nostalgia and refreshingly real moments, Yaar Log! positions Frooti not just as a drink, but as a bottled-up feeling sweet, fizzy and always by your side.
And just like that, Frooti’s gone from chilling in your fridge… to warming your heart.
Mumbai: India’s micro-content platform – Terribly Tiny Tales (TTT) has announced the launch of its latest IP, Bean There Done That, just in time for International Coffee Day on 1 October. This social-first initiative aims to unite coffee lovers nationwide, sharing their passion for the beloved beverage through stories, rituals, and personal experiences.
TTT has partnered with Philips to kick off the inaugural season of this IP, featuring the innovative Philips Latte Go coffee maker. This cutting-edge machine brings café-style coffee made from fresh beans right into Indian homes, making it a must-have for all coffee aficionados.
“We’re excited to collaborate with Philips on ‘Bean There Done That,’ a partnership that extends beyond International Coffee Day. Our goal is to cultivate a community of coffee lovers and inspire more people to experience the joys of the perfect brew,” said Terribly Tiny Tales CEO Anuj Gosalia.
Versuni CMO Pooja Baid added, “Philips Latte Go Coffee machine is a perfect partner to the TTT’s initiative. As Indian coffee connoisseurs are gearing up to create their perfect brews at home, we capture this momentum by making cafe-quality beverages accessible at home at the touch of a button.”
Bean There Done That invites TTT’s vibrant community to share their personal coffee stories, including at-home coffee rituals, favorite twists on classic brews, and how coffee enhances their ‘me time’. The campaign will feature a series of engaging social media posts, short videos, and interactive content centered around coffee culture, inspiring more Indians to share their coffee journeys, one cup at a time.
Mumbai: Collective Artists Network has announced the launch of StoryPacks, a unique offering designed around Terribly Tiny Tales to supercharge brands’ social media presence through authentic, engaging storytelling.
StoryPacks capitalise on TTT’s exceptional storytelling expertise and Collective Artists Network’s expansive talent pool, creating a unique opportunity for brands to collaborate with leading creators and celebrities. The true advantage of StoryPacks is their ability to drive impactful results by reaching TTT’s five million followers, ensuring brands connect with a vast and highly engaged audience.
Collective Artists Network co-founder and chief revenue officer Sudeep Subash commented, “Our vision has always been to build scale by creating an ecosystem that supports the best forms of storytelling for creators. StoryPacks represent the perfect fusion of creativity, strategy and media distribution, enabling brands to connect authentically with their audiences while driving significant social growth. We are excited to see how this service will empower brands to tell their stories in a more impactful way.”
The StoryPack advantage lies in its ability to deliver predictable exposure to TTT’s five million followers, ensuring brands reach a vast and engaged audience. Expert content creators who specialise in engaging target demographics will craft the messaging, while StoryPacks naturally encourage genuine user-generated content, fostering deeper engagement with the brand.
Terribly Tiny Tales founder Anuj Gosalia added, “StoryPacks is a game-changer for brands looking to engage with young Indians. By combining TTT’s storytelling prowess with Collective’s vast resources, we’re offering a unique opportunity for brands to create content that resonates deeply with their audience. We’re thrilled to be leading this new wave of brand storytelling.”
In a digital landscape where cutting through the noise is a challenge, StoryPacks provides a solution that combines creativity with data-driven results. These packages feature collaborative posts on both TTT’s and the brand’s Instagram accounts.
Unlike traditional agency content, StoryPacks integrates brand messaging while keeping the authenticity that TTT’s audience values. This audience extends beyond metro cities to growing regions like Chandigarh, Ahmedabad, and Pune, making StoryPacks a suitable tool for brands aiming to broaden their reach.
The StoryPack process includes initial consultation, goal-setting, content creation, distribution, and performance reporting. By refining the offering based on feedback and insights, Collective Artists Network and TTT aim to deliver value to their partners.
Mumbai: Collective Artists Network, a trailblazer in the new media landscape, proudly announces its acquisition of Terribly Tiny Tales (TTT), a premier storytelling platform. This strategic acquisition aligns with Collective Artists Network’s vision to become the country’s new media company with its roots in popular culture and expanding its influence in the media industry.
TTT began its journey in 2013 as a text-first flash fiction platform on Facebook, founded by Anuj Gosalia. Recognising the need for organic storytelling amidst the clutter of internet memes and GIFs, Gosalia launched TTT to bring meaningful and relatable content to digital audiences. Over the years, TTT has transformed into a versatile content powerhouse with a vibrant community of over 5 million creators and content lovers. The platform now spans Instagram, YouTube, and other social media, boasting millions of loyal followers.
Collective Artists Network founder and CEO Vijay Subramaniam commented on the acquisition, “My vision has always been to build scale by creating an ecosystem that supports the best forms of storytelling for creators. The acquisition of Terribly Tiny Tales fits perfectly into our expansion plan to establish Collective Artists Network as the preeminent new media company centred around creators and content. We endeavour to empower the entire creator ecosystem with our network and this acquisition is another step toward achieving that goal.”
TTT’s evolution from a micro-fiction platform to a comprehensive content business is marked by its impressive reach and impact. The platform’s weekly engagement reaches 25 million people, making it a valuable partner for ambitious brands seeking to share their stories. TTT has successfully collaborated with major brands and created original content, including web series, short films, and animated shorts.
Terribly Tiny Tales founder and CEO Anuj Gosalia shared his enthusiasm, “Joining forces with Collective Artists Network is a definitive moment for Terribly Tiny Tales. This partnership will enable TTT to leverage Collective’s extensive resources and expertise, allowing us to amplify our reach and impact in the storytelling domain. We are thrilled to be part of this burgeoning force that values creativity, storytelling and innovation as much as we do.”
Since its inception, Collective Artists Network has transitioned from its renowned talent management roots to becoming a dynamic new media entity. The company launched BigBang.Social last year, a tech platform that connects creators with opportunities for commerce, brand collaboration, upskilling, and community building. This platform has been instrumental in fostering a vibrant creator community.
Last year, the company further expanded its portfolio by acquiring Under 25 Universe, a learning technology company aimed at empowering student culture and providing opportunities within the creator ecosystem. And most recently the Gruhas Collective Consumer Fund was established in partnership with Nikhil Kamath’s Gruhas to invest in and support young entrepreneurs and start-ups in the consumer sector.
The acquisition of Terribly Tiny Tales is a significant milestone in Collective Artists Network’s journey to redefine creator-led new media businesses. With this acquisition, the company is poised to resonate even more deeply with diverse audiences in today’s dynamic media landscape.
Mumbai – Terribly Tiny Tales (TTT), the beloved storytelling platform, has joined forces with Haier Appliances India, the No.1 global major appliances brand for 15 consecutive years, to launch the second season of its highly anticipated Mother’s Day IP – Mothership. This year’s campaign celebrates the ever- evolving bond between mothers and their children. From ‘Situationships’ to ‘BFF Goals’, Mothership2.0
is a youthful, fun and relatable campaign through which both brands highlight the story of how mothers constantly evolve and adapt to make sure their family’s ever need is fulfilled.
Diving into the heartwarming journey of motherhood, Mothership Season 2, celebrates how mothers adapt and grow alongside their families, facing life’s challenges with love, empathy, and a sprinkle of humor. At the core of the campaign is an Instagram film featuring Rukhsar Rehman and Devishi Madaan as a modern-day mother-daughter duo. Together, they navigate life’s twists & turns, empowering each other along the way. The film poignantly illustrates a mother’s instinct to anticipate her children’s needs, mirroring Haier’s diverse range of appliances, always ready to meet consumers’ demands. In essence, the film showcases the special bond shared between a mother and her daughter, accentuating the everyday moments made smoother with Haier’s innovative products.
TTT founder Anuj Gosalia expressed his excitement about the collaboration, stating, “Mothership has become a beloved IP for our women-first community, and we are thrilled to partner with Haier for Season 2. This campaign is a testament to the incredible bond between mothers and their children, and how it continues to evolve in today’s fast-paced world. We believe Haier India is the perfect partner to help us showcase how technology can support and strengthen these relationships.”
Haier Appliances India director – Head of Marketing Priyanka Seth said ” At Haier, we cherish the sacred bond between mothers & their children. We believe that for children, mothers are more than just guardians; they are confidants, companions, the guiding light that illuminates every moment with love and tenderness. With our association with Terribly Tiny Tales we crafted the heart touching film for our consumers that talks about how every family is unique, so are our appliances—crafted with precision and innovation to cater to the diverse needs of modern families. Like a mother’s love, our appliances evolve and adapt, seamlessly integrating into the rhythm of family life, making every moment in the kitchen a celebration of love, laughter, and togetherness.
Mumbai: Terribly Tiny Tales (TTT), the acclaimed storytelling platform, is delighted to launch a powerful anthology of short films called ‘Journeys’ powered by Maruti Suzuki Arena.
Enabled by Lintas CEX, Journeys promises to be a riveting ride.
Marking the launch on Women’s Day is a special webisode where four prolific women filmmakers along with Maruti Suzuki India’s ED, Shashank Srivastava talk about Journeys, in this special 20-minute roundtable discussion full of inspiring conversations.
The highly popular platform of TTT brings forth four eminent women directors – Alankrita Shrivastava, Sonam Nair, Tahira Kashyap, and Tanuja Chandra – who engage in a candid conversation hosted by renowned presenter Gaurav Kapur. Shashank Srivastava, Executive Director – Sales and Marketing, Maruti Suzuki India, also joins the discussion.
This insightful webisode serves as a springboard for Journeys, which will see four short films directed by the featured filmmakers released on the TTT YouTube channel in the coming weeks. Each film delves into the diverse experiences of women, capturing their stories of sisterhood, freedom, and joy.
The round table video aims to delve into the inspiring journeys of the four women directors and their experiences in the filmmaking industry. Shrivastava’s invaluable insights into the “Joy of Mobility” and the evolving role of women in the automotive sector add depth to the discussion, highlighting the synergy between storytelling and Maruti Suzuki Arena’s commitment to empowering women.
Terribly Tiny Tales founder & CEO Anuj Gosalia expressed his excitement for the collaboration, stating, “Partnering with Maruti Suzuki Arena marks a significant milestone for TTT. ‘Journeys’ goes beyond celebrating the remarkable achievements of these four talented women directors. It’s about amplifying their unique voices and perspectives, showcasing the power they hold to shape narratives and inspire others. We’re excited to work with Shashank and
the team at Maruti Suzuki Arena, along with the powerhouse team at Lowe Lintas to bring Journeys to screen.”
“We believe storytelling can foster empathy, spark dialogue, and ultimately drive positive change in the world. ‘Journeys’ is a testament to this belief, and we’re stoked to embark on this journey alongside a brand like Maruti Suzuki Arena, who shares our commitment to empowerment and inclusivity.”
Targeting a diverse audience, including young adults, especially women (18-35), fans of the featured directors, aspiring filmmakers, and cinephiles, the webisode promises to captivate viewers with its engaging dialogue and thought-provoking narratives. This initiative invites all to join the conversation and experience the unique perspectives shared by the women directors during the roundtable discussion.
Speaking on the collaboration, Lintas CEX creative lead Vasudha Misra, said, “Opportunities to women usually come with conditions attached. With caveats. With a ‘do what you want with this while we do the rest’. Opportunities, so to speak, with the handbrake on. Well, we took it off. And handed control, all of it, to 4 women directors. Not to work on our scripts, but to create their own stories. Direct them in their own way. And then bring it to the table. Imagine what women can do if they are given the opportunity? We got tired of imagining.”
Maruti Suzuki India Sr. executive officer – sales and marketing Shashank Srivastava said, “We, at Maruti Suzuki Arena, are honoured to collaborate with Terribly Tiny Tales on the impactful ‘Journeys’ initiative, championing the extraordinary talent and ingenuity of women filmmakers. Through this partnership, we strive to uplift and inspire audiences, recognizing the transformative power of storytelling in driving positive change.”
The round table video will premiere on TTT’s YouTube channel on 8th March 2024, coinciding with International Women’s Day, while the first short film directed by Sonam Nair is set to release on 21st March 2024. Subsequent films will follow on a weekly or bi-weekly basis, offering audiences a diverse range of stories celebrating the essence of womanhood.
As TTT embarks on this exciting new journey with the Maruti Suzuki Arena, audiences can expect a series of compelling narratives that resonate with the spirit of empowerment and inclusivity. Stay tuned for more updates and join us in celebrating the power of storytelling this International Women’s Day with Terribly Tiny Tales and Maruti Suzuki Arena.
