iWorld
Moj celebrates its third birthday with Nanhi Pari Foundation
Mumbai: Moj, India’s leading short video platform, is thrilled to announce its third birthday celebration, marking a remarkable journey of delivering relatable and joyful content to its consumers in various genres. Over the last three years, consumers have been delighted by the immersive experience and endless happiness that Moj has brought to their lives.
In collaboration with the Nanhi Pari Foundation, a dedicated NGO working towards improving children’s lives, Moj will host an exciting celebration on 1 July. This event promises an array of captivating activities, from hilarious stand-up gigs and live music performances to thrilling battles, ensuring a joyous experience for everyone and leaving a positive impact in its wake.
The highlight of this celebration is the introduction of a virtual cupcake within the Moj platform. While numerous virtual gifts exist, users will now have the opportunity to send a brand-new virtual gift, a cupcake. On 1 July for every ten virtual cupcakes received, Moj will gift a real cupcake to a child supported by the Nanhi Pari Foundation, with an aim to spread joy. This initiative exemplifies Moj’s commitment to amplifying its reach and impact, as well as its dedication to nurturing the community.
To further enhance this initiative, Moj has enlisted the support of five influential creators who have been an integral part of the Moj Family since its inception. Apoorva Arora Prasad, Himanshu Shrivastav, Sushil Brahmbhatt, and Shweta Pavan will actively promote the celebration across Moj and various social media platforms. Their encouragement will inspire their fans to join in the festivities and contribute virtual cupcakes, ultimately bringing smiles to the faces of those in need.
Moj creator, Himanshu Shrivastav, said, “As Moj celebrates its third birthday, I reflect on the platform’s immense impact on Indian creators. Moj has been instrumental in supporting creators’ growth, understanding their needs, and launching features that simplify content creation. Through programs, on-ground activities, and a strong sense of community, Moj has nurtured and groomed countless creators. Today, as Moj turns three, we are honored to be part of this journey and confident that the platform will continue to thrive. The Moj creator community is thrilled to celebrate by bringing smiles to the faces of the future generation, as we believe even small gestures can make a big difference”
Expressing her excitement, ShareChat and Moj head of consumer marketing Mousumi Mishra, shared, “As we commemorate our 3rd birthday, our primary goal is to spread joy and create a meaningful impact. Through our collaboration with the Nanhi Pari Foundation and the invaluable support of our remarkable creators, we aim to foster a sense of community, compassion, while spreading happiness.”
Nanhi Pari Foundation founder Azhar Khan added “The Nanhi Pari Foundation echoes the call, urging all to partake in the festivities and spread happiness among the less fortunate. Through the purchase of virtual cupcakes on the Moj app, individuals can actively contribute to this virtuous endeavor. With each sale of 10 virtual cupcakes, Moj graciously pledges to gift a tangible cupcake to the Nanhi Pari Foundation, ensuring that joy cascades to the cherished children they champion, illuminating their days and painting smiles on their countenances.”
In an effort to engage the community further, Moj will launch a unique lens featuring the cupcake, inspiring users to share their celebratory moments using the hashtag #MojTurns3. Together, let us join hands, spread joy, and make Moj’s third birthday a memorable milestone in our shared journey of compassion and positivity.
iWorld
Micro-dramas rewrite India’s digital storytelling rules
New format delivers 800 hours of content and Rs 650 crore in revenue in 2025 alone.
MUMBAI: Micro-dramas just turned two-minute attention spans into a full-blown industry because when your story has to hook someone before they swipe away, every second counts like a cliffhanger.
At the FICCI-EY Media & Entertainment Industry Report launch, a high-powered panel explored how micro-dramas are reshaping content creation, discovery and monetisation in India’s digital ecosystem. Moderated by film critic Stutee Ghosh, the session featured Karan Bedi (Director & Head, Amazon MX Player), Kunj Sanghvi (SVP – Content, Kuku TV), Neha Markanda (chief business officer, Sharechat and Moj), Saameer Mody (Founder & MD, Pocket Films & Pocket TV) and Shweta Bajpai (Group Director – Finserv, Media, Travel and Services, Meta India).
The discussion opened with a clear question: what exactly is a micro-drama? Kunj Sanghvi offered the most precise definition, positioning it as content that sits comfortably between long-form films and short-form Reels. “It is feature-length stories 90 to 100 minutes in total told in 45 to 50 episodes of roughly two minutes each,” he explained. The real differentiator, he added, lies in algorithmic distribution on social feeds. A strong cliffhanger at the end of each snippet creates an “uncontrollable urge” to download the app and continue, turning passive scrolling into active consumption.
Shweta Bajpai brought a platform perspective, noting that micro-drama perfectly combines three major trends that have been building for the past four to five years, short-form video, creator-led storytelling, and episodic entertainment. She pointed out that 71 per cent of consumers discovered the category only in the last six months, with a staggering 89 per cent stumbling upon it organically while browsing Reels or Facebook feeds. Once hooked, they click the call-to-action and start bingeing.
One of the most striking revelations was the solitary nature of consumption. According to Meta’s report with Ormax Media, 90 per cent of micro-drama viewing happens alone. This private, personal-screen habit gives creators room to experiment with edgier, more intimate or bold narratives that might not work in a shared family viewing environment.
The panel addressed the frequent criticism that micro-dramas are merely dopamine hits rather than proper storytelling. Saameer Mody countered that telling a compelling story in a very short time is actually harder than in long-form. “Short filmmakers have always said it’s tougher to deliver your message in limited time,” he noted, comparing it to advertising, which has told complete stories in under 30 seconds for decades. “Two minutes is luxury,” he quipped.
Neha Markanda observed that the format’s rapid acceleration has surprised even insiders. From 150 million daily views shortly after launch to 400 million today, with average time spent nearing 50 minutes per day, the growth has been “beyond phenomenal.” She estimated that 10–15 per cent of India’s internet population is already consuming micro-dramas across platforms, leaving massive headroom for expansion. EY predictions suggest the category could grow 3x in three years, but some panellists believe it could be even faster.
Kunj Sanghvi highlighted that genres in micro-dramas evolve and exhaust quickly. “Genres get exhausted really fast,” he said. “After the 50th micro-drama of the same type, the audience already knows what’s coming.” This forces constant innovation and micro-segmentation. Platforms are already serving very specific audiences, IAS aspirants, middle-aged romance seekers, or those who enjoy moral conflicts between doctors and billionaires proving the format’s ability to cater to niche emotional triggers.
Regionalisation is seen as inevitable. While Hindi currently dominates, Tamil and Telugu are growing fast, and vernacular supply is expected to catch up with demand. The cost of creation, already low, is falling further with AI tools, raising the prospect of hundreds of new titles every month in the near future.
Karan Bedi explained MX Player’s decision to keep the format entirely free, “We think there is potentially 800 million screens in India. If we’re at 10–15 per cent penetration today, we have 8x to go.” By removing the paywall, the platform aims to learn rapidly at scale and capture the massive untapped audience.
The panel agreed that micro-drama is not replacing traditional long-form storytelling but adding a new, highly addictive layer tailored to fragmented attention spans and mobile-first habits. As Shweta Bajpai put it, today’s audience is “entertainment hungry, but has less time to spare” and wants content that feels both personal and aspirational.
In a world where everyone is racing against the next swipe, micro-dramas have mastered the art of the perfect hook proving that the smallest screen can still deliver the biggest emotional punch, two minutes at a time. With India still at relatively low penetration compared to China’s 80 per cent, the format is poised for explosive growth, and the only question left is how quickly creators and platforms can keep feeding the insatiable appetite for the next cliffhanger.
