ITV

Tag: Terribly Tiny Tales

  • TTT and Maybelline launch gen z microdrama ‘Pookie’ capturing college romance

    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.

  • The future of original content

    The future of original content

    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.

     

  • Terribly Tiny Tales goes big with bite-sized drama

    Terribly Tiny Tales goes big with bite-sized drama

    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.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    Frooti makes web series debut with TTT’s friendship tale Yaar Log!

    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.

  • Collective minds as Collective Artists Network sets stage for media power play

    Collective minds as Collective Artists Network sets stage for media power play

    MUMBAI: When content meets culture and creators meet code, you get a media revolution in the making. Collective Artists Network, long known for its fingerprints across India’s pop-cultural pulse, has officially put a name to what it’s already been quietly building: a full-blown media network that spans platforms, talent, tech, and taste.

    But don’t call it a pivot. This is less a launch than a loud confirmation of Collective’s growing dominance across original storytelling, social influence, and digital-first innovation.

    From viral storytelling brands like Terribly Tiny Tales and campus connector Under 25, to creator engine Big Bang Social and AI-optimised visual platform Galleri5, the Collective universe is already humming. Add to that new launches like Rashmika & Ru (with TTT), Marathi Minded (with Neel Salekar), and Not Funny (a creator-led comedy brand with Funcho), and you’ve got a content slate that’s part Netflix, part Reddit, part desi dopamine machine.

    And speaking of machines, meet Kavya Mehra and Radhika Subramaniam, Collective’s two AI-powered creators. They don’t blink, but they do reflect. Kavya’s all about modern parenting and daily life dilemmas, while Radhika decodes digital youth culture. Far from novelty avatars, they’re a peek into the company’s ambitions in synthetic storytelling and culturally responsive AI.

    Adding another layer to its expanding digital dharma is the launch of Sanatani Dharma, a bold new channel that dives deep into Indic tradition, mythology, rituals, and spiritual modernity. It’s Collective’s play to own a space where very few digital-first brands have dared to venture where the Ramayana meets reels, and Vedic wisdom meets algorithmic discovery.

    As Collective scales, it has brought in seasoned content veteran Sudeep Lahiri as head of channels and distribution to steer the ship across creator and platform ecosystems. With Collective’s stronghold on distribution spanning owned platforms, newsletters, and creator networks the move marks a serious upgrade in operational firepower.

    Meanwhile, Galleri5, the group’s creative tech arm, is busy building tools that can sniff out trends, benchmark creative performance, and test drive synthetic content helping creators and marketers stay two scrolls ahead of the curve.

    “In today’s world, new media is about owning eyeballs and through our content, distribution, and influence, we intend to become the media network that defines attention. We have always understood the pulse of pop culture, reflecting it when needed, and influencing it when it matters most,” said Collective Artists Network founder and group CEO Vijay Subramaniam.

    With thousands of creators, millions of impressions a month, and a content strategy that swirls together storytelling, software, and spirituality, Collective Artists Network is sketching out a new blueprint for Indian media, one where every like, loop, and live session is just another piece of a much bigger cultural puzzle.

  • Collective Artists Network launches Not Funny brand solutions agency

    Collective Artists Network launches Not Funny brand solutions agency

    MUMBAI: Being funny can be big business. At least that’s the hope that Collective Artists Network founders  Sudeep Subhash and Dhruv Chitgopekar are nurturing. The new age agency has got into bed with comedy duo Funcho—comprising Dhruv Shah and Shyam Sharma— to launch a new creative brand solutions company, strangely called, Not Funny.  Dhruv and Shyam  have built a fanbase of 39.7 lakh YouTube subscribers and over 2.8 million Instagram followers.

    The company will specialise in content-first solutions, focusing on scripting, talent representation, and consultation for brands. Led by CEO Mihir Surana, Not Funny aims to tell brand stories through the lens of comedy, with a strong focus on both fictional and non-fictional content.

    “We have been razor sharp focused on blending technology, entertainment, and strategy seamlessly across all our various ventures, including recent acquisitions like Galleri5, Under 25, and Terribly Tiny Tales.  Funcho’s relatable humour and genuine connection with their audience make them the perfect partners to lead this venture. Not Funny represents our collective ambition to blend creativity, humour, and strategic brand solutions that speak directly to modern consumers,” said Subhash. “

    Big Bang Social, Collective Artists Network’s creator marketplace, played a pivotal role in facilitating this new venture. Through its platform, Not Funny will leverage the vast ecosystem of creators, brands, and storytellers that the former has curated over the years. 

    “We have always strived to be at the forefront of connecting creators and brands in innovative ways. With Not Funny, we’re pushing the envelope even further, creating a space where humour becomes a powerful tool for brand storytelling and audience engagement,” added  Dhruv. 

    Not Funny will cater to brands looking for innovative content strategies by leveraging Funcho’s expertise in real-life inspired comedy and applying it to brand storytelling. The company’s mission is to infuse humour into brand communications, creating highly engaging and relatable campaigns. From scripting to creative consultation and talent suggestions, Not Funny aims to redefine how comedy can be integrated into both digital and traditional media strategies.

    Added Funcho co-founders Dhruv Shah and Shyam Sharma: “Not Funny is dedicated to closing the gap between brands and their audiences. By creating captivating, humorous content, we make branded messaging enjoyable and relatable, ensuring meaningful connections.”

    Simply put, they are not joking! 

  • Terribly Tiny Tales partners with Philips to launch ‘Bean There Done That’

    Terribly Tiny Tales partners with Philips to launch ‘Bean There Done That’

    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.

  • Collective Artists Network launches StoryPacks with Terribly Tiny Tales

    Collective Artists Network launches StoryPacks with Terribly Tiny Tales

    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.

  • Collective Artists Network acquires Terribly Tiny Tales

    Collective Artists Network acquires Terribly Tiny Tales

    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.

  • ManipalCigna launches AI-powered Mini Mindful Moments for Yoga Day

    ManipalCigna launches AI-powered Mini Mindful Moments for Yoga Day

    Mumbai: ManipalCigna Health Insurance, a standalone health insurance company, announces the launch of its generative AI-powered guided meditation; Mini Mindful Moments in celebration of International Yoga Day.

    Mini Mindful Moments by ManipalCigna in collaboration with Terribly Tiny Tales (TTT) invites individuals to explore and connect with their unique idea of bliss. This initiative aims to encourage people to take a moment from the daily hustle-bustle, chaos and monotony and rejuvenate themselves or gift that moment of bliss to their loved ones. Through the #MiniMindfulMoments portal, users can access customized meditation experiences crafted using cutting-edge generative AI. Each video is uniquely tailored, ensuring a personalized journey towards relaxation and inner peace.

    ManipalCigna Health Insurance chief marketing officer Sapna Desai said “In this fast-growing hustle culture, finding calm in between chaos becomes a necessity. Studies show one in every third of Indians struggle with stress and anxiety. This International Yoga Day, we aim to make mindfulness more essential with our Mini Mindful Moments initiative. This AI-generated innovative experience offers personalized guided meditation videos that is tailored to an individual’s unique idea of bliss, showcasing that Health is the real Wealth.”

    The AI-powered ‘Mini Mindful Moments’ by ManipalCigna showcases that even embracing 60 secs of calm in this busy world can be blissful. The guided meditation based on the imagination of “What my happy place looks like” focuses on recharging your soul through a minute of mindfulness. The AI-generated personalised guided meditation pushes you to have some time of the day only for yourself, even if you must steal from your schedule.  

    On the microsite #MiniMindfulMoments www.minimindfulmoments.in. Users can create and gift a uniquely tailored meditation experience in just a few prompts, which will be transformed into a personalised mini meditation video. The personalized meditation will have a custom audio and name which will be created using generative AI technology. The output will then be shared with users, allowing them to listen and share with their family and friends.

    ManipalCigna Health Insurance will leverage this initiative through social media platforms for widespread promotion. Additionally, the company will be collaborating with multiple social media influencers, who will use the portal to create customized meditation experiences and express how they feel.