iWorld
Havells launches Myousic talent platform with WPP Media
Multi city programme targets 25 songs yearly with 250 plus Delhi and 200 plus Indore entries.
MUMBAI: If talent had a switch, Havells seems keen on turning it on and turning it up. Havells India has partnered with WPP Media to roll out Havells Myousic, a long-term talent development platform designed to discover and nurture grassroots musical talent across the country. Positioned as more than a traditional talent hunt, the initiative aims to build a sustainable music ecosystem centred on mentorship, creative ownership and original content creation.
The programme plans to identify emerging artists across singing, lyric writing, composition and music direction, with a target of producing 25 original songs within a single calendar year, an ambitious push to convert raw talent into tangible intellectual property.
The first leg of the initiative in Delhi has already wrapped up, clocking over 250 on-ground entries alongside more than 100 online submissions. Riding on this early momentum, the platform expanded to Indore, where an audition at Sage University on 5 April 2026 saw participation from over 200 artists across Madhya Pradesh and neighbouring regions.
What sets the programme apart is its emphasis on what happens after discovery. Shortlisted participants will enter an immersive bootcamp covering not just creative development but also copyright, publishing and industry frameworks areas often overlooked but critical for long-term sustainability in music careers.
The move comes against the backdrop of India’s vast but fragmented music talent pool, where access to mentorship, rights awareness and structured platforms remains limited. By integrating these elements, Havells Myousic is attempting to bridge a long-standing gap between talent and opportunity.
The initiative will continue its multi-city rollout in the coming months, with more locations expected to be announced soon.
For Havells, the pitch is clear, this isn’t just about amplifying voices, but about ensuring those voices own what they create.
iWorld
YRF to invest Rs 150 crore in micro-drama slate and D2C app as per sources
Rs 150 crore bet on mobile-first content and owned digital distribution play.
MUMBAI: Big stories, smaller screens and a sizeable cheque to match. Yash Raj Films is reportedly committing Rs 150 crore to build a micro-drama content slate alongside a direct-to-consumer app, signalling a clear pivot towards mobile-first storytelling and owned digital distribution. The investment will be split between producing short-format content and developing a proprietary platform to host it, marking a shift away from traditional release models towards direct audience engagement.
The initiative as per sources is expected to be led by chief executive officer Akshaye Widhani, who previously backed Saiyaara, described as the studio’s most profitable film to date. As part of the expansion, Saugata Mukherjee has come on board to steer creative development across films, streaming projects, and the new micro-drama vertical.
Mukherjee brings experience from SonyLiv, where he helped shape premium, narrative-led originals that cut through an increasingly crowded streaming landscape. His appointment underlines YRF’s intent to build a differentiated content pipeline as it enters a format still finding its creative and commercial footing in India.
The move also reflects a broader industry shift. Micro-dramas are emerging within a fast-evolving interactive media ecosystem that spans audio platforms, social discovery formats, and niche genres such as devotional and astrology-led content. As consumption habits tilt further towards mobile, snackable storytelling is gaining ground both as a creative format and a monetisation play.
On the revenue front, digital payments remain central to this ecosystem. Around 71 per cent of users are said to rely on UPI autopay for subscriptions, underscoring the importance of seamless, recurring payment infrastructure as platforms scale.
The stakes are rising. The wider interactive media segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro-dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For YRF, the bet is clear, in a world of shrinking attention spans, the next blockbuster might just be bite-sized.
