iWorld
Mitron TV goes vocal for local with Atmanirbhar Apps
KOLKATA: Homegrown short video app Mitron TV has unveiled a discovery platform called Atmanirbhar Apps on the occasion of National Unity Day. With the launch of Atmanirbhar Apps, Mitron TV wants to urge people to become ‘Vocal for Local’ and to bring the spotlight on Indian apps from various geographies.
The app envisions to strengthen homegrown technology on a grand scale by making it easier for users to identify Indian apps for their various needs. Currently, the platform hosts more than 100 apps across categories like e-governance, utility, agriculture, gaming, entertainment, lifestyle, and e-learning, among others. It plans to bring 500 more by the end of this year to bolster its roster that includes Kifayat, Grocit, Jain Thela, Home Shoppy, YourQuote, Vridhi Stores, Xploree AI Keyboard, mParivahan, and more.
Mitron co-founder & CEO Shivank Agarwal said, “It gives me immense pride and pleasure to bring Atmanirbhar Apps to the Indian users on National Unity Day. After PM Modi’s clarion call in May this year to be Atmanirbhar, and to focus on the creation of a Made in India ecosystem, we felt that it’s highly important to let users discover noteworthy Indian apps that are doing exceptional work to keep India running. This is a small effort by Mitron TV to celebrate self-reliance and promote domestic businesses.”
Mitron co-founder & CTO Anish Khandelwal said, “When we launched the Mitron TV app, we never imagined that users will shower us with so much affection that we will cross 39 million downloads within six months. This validated our belief that Indians have a trust factor towards local apps, which led us to launch Atmanirbhar Apps.’’
Mitron TV has also kicked off the #AtmanirbharPledge campaign to support the visible momentum for #VocalForLocal. The campaign appeals to Indian users to choose domestic substitutes in the app world, and channelize their support for an Atmanirbhar Bharat.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
