MUMBAI: They are going where the likes of Jeffrey Katzenberg and Meg Whitman did go with Quibi TV in 2018. Rather unsuccessfully as the duo burned a billion dollars in vertical mobile friendly t short format content creation (10 minutes or less duration) before shutting it down after audiences rejected Quibi TV outright.
The “they” we are talking about is Delhi-registered Hermes Media. Promoted by the creative duo of Anshuman Misraa and Anshumaali Jha (he, of Scriptwallah fame), the company is on the runway to launch Reelies – a short format, vertical video drama OTT - soon.
The duo is chasing the relative success that other short drama apps - ReelShorts, DramaBox, MoboReels, Topshorts, ShortMax, Goodshorts - have been notching up since the well-known colossal failure of Quibi TV.
Hermes has a solid history behind it having produced more than 1,200 corporate films and TVCs for top of the rung clients such as Fevicol, Ambuja Cement, M-Seal, Araldite, WD-40, Hero, Aditya Birla group. It is involved in the entire spectrum of video production - from crafting product films, corporate AVs, ads and promos, to 2D and 3D animation, infographics and live action videos to expertly managing line production. With a dedicated in-house team of seasoned writers, directors, animators, and technicians, the company says it brings clients r creative vision to life with precision and flair. In a year the company produces over 300 high-quality videos for renowned brands, tailoring each project to meet the specific needs and preferences of their target audience.
Not just that. Both have been involved in TV fiction in their personal capacities. Anshumali has been a writer on shows such as Jag Jaanani Maa Vaishnodevi_ Kahaaani Mata Raani Ki, Afsar Bitiya, Saavdhaan India, Ek Mahal Ho Sapno Ka, Crime Patrol, among many others. Anshuman, on his part, was associated with Garima Productions for its shows Neeli Chatri waale, Chidya Ghar, among others.
That should hold them in good stead when commissioning or production for Reelies, especially what they should not be doing. Something Anshumali agrees with totally.
“Audiences have shifted their entertainment preference from movies and web series to shorter, snackable content. Theater-going has become a painstaking and time-consuming process,” says Anshumaali in a blog post on Scriptwallah. “With attention spans getting lower and demand for fast-paced content getting higher, social media reels have come out as a winner for the go-to content consumption medium. However, the problem with reels is there is no narrative or storytelling. People are constantly scrolling without any gratification or purpose.”
And this is what has driven the duo to launch Reelies – India’s first short drama app. They expect it to completely change the inattentive scrolling, giving high-impact and dramatic stories in short durations.
Adds Anshumaali: “Every story will be about 50 episodes long, but the twist is each episode will be less than 90 seconds. This bite-sized entertainment will keep the viewers hooked and leave them wanting more. Viewers all over the globe are completely addicted to such high-impact shows, and Reelies will create the same effect for Indian audiences. The format of the content is the perfect blend of cinematic storytelling with the social media vertical frame.”
And they have roped in social media influencers like Riyaz Aly (28 million followers), Vishal Pandey (10 million), Sana Makbul (three million), Sameeksha Sud (12 million), Bhavin Bhanushali (4.4 million), Ashish Bhatia (1.1 million), Akriti Negi (one million), Jashwanth Bopanna (712,000), Riva Arora (11.5 million), Deepak Joshi (6.7 million), Beauty Khan (13 million), Lucky Dancer (six million), Abha Ranta along with some popular faces from the industry for the shows. To start with five shows have been lined up:
Bruh – In the world of new age relationships and situationships, four friends navigate love, life, and friendship at one common hangout spot, Café Bruh.
Contract Marriage – A relationship between a young millionaire and his colleague built only for a temporary contract turns into a special connection.
Open Secret – A housewife discovers a grave truth about her marriage and then rediscovers herself, her life, and her happiness.
Alpha Beta Gamma – Two rival clans always at each other’s throats fight for love, loyalty, and legacy in a supernatural teen drama.
Secret Crorepati – A boy struggles to make ends meet and falls in love with a girl from a rich family. In a twist of fate, he discovers he is the biggest billionaire in the country.
BFF vs BF – Two inseparable college best friends are separated when one of them falls in love with a classmate. Experience love, betrayal and heartache in this young adult drama.
Reelies has subscription plans which appear appealing to the young crowd seeking gratification from short curated story-filled videos: Rs 7 a day, Rs 25 for a week, and Rs 50 for a month.
We will have to wait and watch if Reelies can reel in the audiences. And if their pockets are deep enough to see them through the rough ride that streaming is proving to be for even the big boys.
