Ruslaan Mumtaz Backs Vertical Storytelling with Tic Toc Timeout: “This Is the Next Big Thing”

Mera Pehla Pehla Pyaar and Kehta Hai Dil Jee Le Zara actor Ruslaan Mumtaz is stepping into uncharted creative territory with Tic Toc Timeout, a first-of-its-kind vertical-format drama from ALTT. While promoting the series, Ruslaan spoke passionately about the potential of vertical storytelling as the next big wave in Indian entertainment. Drawing parallels with earlier shifts in viewing patterns — from the rise of OTT platforms to multiplex-focused cinema and YouTube shorts — he emphasized that innovation always attracts audiences, and actors who adapt early often lead the charge.

 

“When the OTT wave happened, those who ventured out first found success,” Ruslaan said. “The same with multiplexes and YouTube shorts. This vertical format is the next step. If the audience likes something fresh, they’ll come back to it again and again, and that’s how success follows.” He praised the creators behind Tic Toc Timeout for taking a bold leap into a mobile-first narrative structure, predicting that the bite-sized format could reshape digital entertainment and open more doors for actors.

 

Talking about the show, Ruslaan revealed his excitement about playing Abhi, a top surgeon tormented by the death of his son during surgery. The guilt drives him to sign up for a service called “How to Die Smiling,” giving him seven days to live. But just as his countdown begins, love arrives in the form of Tanya, played by Leena Jumani. “I’ve never done anything like this before — a one-minute episode format, and a story that flips conventional structure,” Ruslaan shared. “Even the plot is unique. A protagonist pays people to end his life, but then love enters unexpectedly. What happens next is what makes the show engaging.”

 

Tic Toc Timeout is also the flagship launch under ALTT’s Kutingg Hotshots — a new vertical storytelling format designed for on-the-go mobile viewing. The show combines emotion, suspense, and romance within a fast-paced framework, catering to a new generation of viewers. As vertical viewing becomes more common on platforms like Instagram Reels and YouTube Shorts, this series marks a significant pivot in how Indian web content is created and consumed. With strong early feedback and a compelling story arc, Tic Toc Timeout positions Ruslaan Mumtaz not only as a familiar face but also as a risk-taking artist embracing change.

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