By Mandeep Malhotra 

The rise of short-form content—led by platforms like Instagram Reels, YouTube Shorts, and TikTok—has fundamentally changed the way brands communicate. For Indian brands, this revolution is not just about jumping on a global trend but about crafting narratives that resonate deeply with a unique, diverse, and digitally native audience. In a country where over 65% of the population is under 35 and mobile-first consumption dominates, short-form content has emerged as the most effective tool for engagement.

The essence of short-form content lies in its brevity and immediacy. With only 15-60 seconds to make an impact, brands are tasked with distilling complex messages into sharp, engaging snippets. The stakes are high: brands must captivate their audience within the first three seconds, or risk being swiped into oblivion. This shift challenges traditional advertising paradigms, where lengthy scripts and elaborate narratives once ruled.

Indian brands have embraced this medium with unparalleled creativity. A standout example is Zomato, whose witty, hyper-localized Reels play on trending topics and everyday quirks of Indian life. Their campaigns are not just ads—they’re cultural moments, shared widely because they resonate with the pulse of their audience. Similarly, Myntra uses Reels to showcase fashion not just as a product but as an integral part of aspirational lifestyles. These brands understand that success in short-form content isn’t about cutting traditional ads down to size; it’s about crafting stories that are inherently suited to the platform.

Beyond entertainment, Indian brands have found ways to make short-form content educational and purposeful. Fintech companies like Cred and Paytm have turned to Shorts to simplify otherwise intimidating financial concepts. A 20-second clip explaining how to optimize credit card rewards or how to use UPI for everyday transactions makes these brands not just relevant but indispensable. Educational content delivered in a casual, digestible manner appeals to India’s growing middle class, where financial literacy is on the rise but still has a long way to go.

A significant driver of this success is the creator economy. Indian brands have realized the power of partnering with influencers who have mastered the art of short-form storytelling. Brands like WOW Skin Science and Mamaearth collaborate with creators who lend authenticity and relatability to their campaigns. These partnerships help brands cut through the noise, as audiences trust creators they follow to deliver content that feels personal rather than promotional.

Data has also been instrumental in shaping short-form content strategies. Brands leverage analytics to understand what works, from identifying the best time to post to analyzing engagement metrics. This data-driven approach ensures that content is not just creative but also optimized for impact. Agility is another key factor; brands must be prepared to ride trends as they emerge. A viral sound or hashtag today might be irrelevant tomorrow, so speed is critical to staying relevant.

However, the short-form revolution is not without its challenges. With attention spans shrinking and competition intensifying, brands must strike a delicate balance between entertainment and substance. Too much focus on trends can dilute a brand’s identity, while overloading content with information risks alienating the audience. The most successful brands are those that use short-form content not just to chase virality but to build meaningful connections.

Looking ahead, the evolution of short-form content in India will likely mirror the country’s digital transformation. As platforms integrate augmented reality, AI-driven personalization, and shoppable videos, the scope for creativity will expand further. Brands that embrace these innovations while staying true to their core messaging will continue to lead the space.

In a world dominated by fleeting attention spans, Indian brands have shown that depth and connection can thrive even in 30 seconds. By telling stories that entertain, educate, and inspire, they are not just participating in the short-form revolution—they are shaping its future.


The author is founder and CEO, Srishti Media.(Views expressed are the author’s own and not necessarily those of financialexpress.com)