In an exclusive interaction with MediaBrief, , speaks about how India’s attention economy is being reshaped by short-form content and why Reels has emerged as the new mass medium. Prahlad also shares how brands can win the scroll by creating authentic, culturally tuned moments instead of traditional ads.

F ive years ago, I told a client, “If your ad doesn’t grab attention in the first three seconds, it’s basically a screensaver.” Looking back, I want to apologize. That was generous.

Today, you have less than three seconds. Sometimes less than one. We live in an age where your brand’s window of opportunity is about as long as a pani puri vendor’s line outside a Mumbai train station—grab the customer before the next vendor’s card is out, or you’re toast.

Short-form video—Instagram Reels,

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