iWorld
TVF goes “Tripling” with Tata Tiago
MUMBAI: Road tripping with your favourite people is bliss. We have all been there. Famous for its brainchild Pitchers and Permanent Roommates, YouTube’s series heavyweights The Viral Fever (TVF) has added a new feather to its hat.
For those who have done it in the past, TVF’s new web-series Tripling will give them a flashback and those who haven’t will immediately start planning.
Written by Akarsh Khurana and Sumeet Vyas, the five episodic show spanning over 20-25 minutes revolves around three distant siblings who come closer on a road trip trying to deal with their individual crisis.
Chandan (Sumeet Vyas), a homeless and jobless man whose marriage seems to be falling apart with Chanchal (Maanvi Gagroo) married into royalty regretting the isolation and responsibility that comes with the title and Chitvan (Amol Parashar) a laid back DJ decide to hit the roads. The show is slated to launch on 28 August. It also stars Kunal Roy Kapoor, Kumud Mishra and Shernaz Patel.
“I started working on the concept six months back and after three or four drafts we finalised the script. I was very keen on writing a road-trip story and wanted it to be different,” says Vyas.
Targeted at the 14-45 age group who can relate to the content, TVF is making this web series in association with Tiago from Tata Motors. Directed by Rajesh Krishnan, the entire show has been shot by G Srinivas Reddy on a Cannon C300 using a two camera set-up.
The series was shot at a stretch with a crew of 30-40 in various places- Mumbai, Rajasthan, Jodhpur, Manali, etc. The catchy music has been composed by Amar Mangrulkar.
According to sources close to the development, Tata Motors has shelled out an eye-popping amount of Rs 2.5-3 crore for backing the production.
“Just like our past shows, TVF will not push this series exceedingly. We will target audiences from the tier 2 and tier 3 cities,” adds producer of the show Sameer Saxena. He is also working on the second season of Pitchers that will be launched early in 2017.
Except teasers and a few hoardings in the top five metro cities, the trailer of the show has been successfully launched with 3,000 likes on the channel within 24 hours. Going by one of the dialogues from the show, Crisis ke time pe family hi kaam aati hai, TVF definitely has one more winner on its hands.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
