India has embraced short-form video content at a staggering pace. Following the TikTok ban, indigenous apps like Moj, Josh, and Roposo filled the gap, while global players like Instagram Reels capitalised on the momentum. Today, creators from Tier 2 and Tier 3 cities are redefining fame, brands are investing in snackable storytelling, and regional content is outperforming polished global formats.