iWorld
‘Behind The Scenes’ of film butterfly crosses 1 million views in less than a week!
MUMBAI: The makers of film Butterfly recently released a ‘behind the scenes’ video of the film and it is absolutely beautiful. Going by the number of views it has received, it seems that audience completely agrees! The BTS video has garnered over 1 Million views in less than a week, quite unheard of for a behind the scenes video of a film. Directed by Ramesh Aravind, the movie stars Parul Yadav in the lead.
From walking us through the beautiful locales of France to teasing us with bits and pieces of Parul’s scenes in the film, the video has definitely piqued our interest for the movie. It gives the viewers a perfect glimpse of the fun that the cast and crew seem to have had while shooting the film in France!
Commenting on the same, Parul Yadav stated “I’m glad to see such an amazing response to the behind the scenes of the film. We have been receiving immense amount of love and appreciation from the audience and this is what we, as a team look forward to with any of our work being showcased”.
Butterfly is the official Kannada version of the Hindi superhit film Queen (2014) which is also being simultaneously remade in the three other South Indian languages by Mediente Films. The film is slated to release in 2018.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
