iWorld
Airtel Business partners with Zscaler for Airtel Secure Digital Internet
Mumbai: Airtel Business, the B2B division of Bharti Airtel, partners with Zscaler, a global cloud security leader, to launch ‘Airtel Secure Digital Internet’. This groundbreaking initiative represents India’s first fully managed Zero Trust Architecture (ZTA)-based cyber protection solution, meticulously designed to shield enterprises from various cyber threats.
‘Airtel Secure Digital Internet’ strengthens enterprise cybersecurity by combining Airtel’s Internet Leased Line (ILL) connectivity with Zscaler’s advanced cloud security technology and Security Service Edge (SSE) technology. The solution provides robust security features, including comprehensive threat protection, SSL inspection, a cloud firewall, and secure access to cloud applications. Built on the principle of ‘never trust, always verify’ regarding users, devices, and networks, this solution empowers Indian enterprises to navigate the digital landscape effectively, scalably, and cost-efficiently.
Airtel Business CEO, Sharat Sinha expressed enthusiasm about the partnership, stating, “We are excited to partner with Zscaler to launch ‘Airtel Secure Digital Internet’ ‐ a holistic solution for safeguarding enterprise networks. The cutting‐edge solution will ensure that every internet interaction is rigorously verified, authenticated and authorised to deliver a robust layer of security that protects enterprises from evolving cyber threats. Together with Zscaler, we will offer a seamless and secure experience for businesses across India, enabling them to operate with confidence in today’s complex digital environment”
Zscaler, area vice president, India & SAARC, Anant Nag added, “We are thrilled to expand our partnership with Airtel Business To create a solution to help the growing needs of our customer base. Cybersecurity is a critical business priority and enterprises across the market are doubling down on implementing zero trust solutions to keep their organisation secured. The inception of this joint solution stemmed from the market needs and growing demand and we are looking forward to helping our customers in their cloud security transformation journeys together with Airtel.”
India is experiencing a technology innovation surge, with enterprises of all sizes leading on a global scale. However, this rapid growth has also attracted cybercriminals targeting local entities. Zscaler ThreatLabz reports that Indian enterprises have faced over 79 million phishing attacks and more than 5 billion encrypted attacks in the past year, placing India among the top three most targeted markets globally. Therefore, enhancing cybersecurity while managing multi-vendor security stacks, budget constraints, skill gaps, and time-to-market issues is more crucial than ever for organisations in India.
The Zero Trust Architecture of ‘Airtel Secure Digital Internet’ minimises attack surfaces while simplifying security management through centralised policy enforcement. Its cloud-native security delivers consistent protection for users across all locations. The scalable, cloud-based platform reduces reliance on costly hardware, thereby enhancing operational efficiency and lowering total cost of ownership.
To optimise network performance and reduce latency, Airtel has strategically enhanced its Internet Points of Presence (PoPs) by integrating Zscaler’s advanced security stack. As a distinguished Managed Security Services Provider (MSSP) partner of Zscaler, Airtel is well-equipped to provide comprehensive managed services that encompass the entire security lifecycle—from initial deployment to ongoing premium-grade support. Enterprises can leverage Airtel’s extensive pan-India Internet Leased Line (ILL) connectivity to ensure secure and consistent connectivity across all their office locations. Additionally, enterprises can procure Zscaler SSE as a standalone solution, bundled with Airtel’s managed services, tailored to meet their unique requirements.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
