iWorld
in.com finds it’s way into the vanity rooms of bollywood celebrities; launches ‘Vanity Diaries’
MUMBAI: in.com, a subsidiary of Network18 Digital, launches its first-ever digital series, ‘Vanity Diaries’. Powered by Amazon Beauty and Colorbar as their make-up partner, the new offering will witness popular celebrity make-up artist Lekha Gupta unraveling beauty secrets of some of our favorite Bollywood celebrities. Known to give its audience an insider into the lives of the celebs, in.com brings its first offering Vanity Diaries that unveils everything that happens behind the closed doors of the vanity vans. By further extending the platform's portfolio, the series looks to strengthen its offerings in a move that takes the portal's content strategy to greater heights.
Speaking about the launch of the series, Mr. Azim Lalani, Business Head – English General News Cluster, Network18 Digital, said, “As a network, we build distinct offerings that generate high consumer engagement and with in.com we intend to provide the best of entertainment. With the aim to take our brand ethos forward, we are launching our first-ever content IP and are certain that it will resonate with the celebrity enthusiast. From launching monthly digital covers to now having Vanity Diaries as a part of our content offering, we at in.com have taken the mantle ahead in diversifying our content library and open pathways for potential expansions.”
“Amazon Beauty offers India’s widest selection of Beauty products & brands. As more Indian customers get exposed to global beauty products & trends, we want to help them by giving them useful and trendy beauty tips. In this context, we are happy to partner with in.com to present Vanity Diaries – a show which gives a sneak peek into the beauty regime of some popular Bollywood celebrities. We are also excited to engage with Colorbar – one of India’s leading make-up brands.” informs Mrunmay Mehta, Category leader, Beauty and Luxury beauty, Amazon India
The six-episode series sees Lekha demonstrate her expertise on beauty and show what it takes to be a Diva. Every episode will feature a famous celebrity conversing with her in a 10-minutes video, where the make-up artist shall decode their lifestyle, skincare and beauty routines along with some never-heard before quirks through multiple segments. Seen in the promo are a host of leading ladies from the industry like Swara Bhaskar, Kiara Advani, Aditi Rao Hydari among others, who will be part of the exclusive line-up on the show. Along with that, Lekha will also be giving a sneak-peak into some easy hacks for the viewers to try at home (GharKeNuske) and get the celebrity inspired look seamlessly.
With each episode coming your way every 10 days, Vanity Dairies in meant to educate and entertain its audience and launched the first episode on 21st June, 2019 on in.com.
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.
