iWorld
Filtercopy brings back Ishq at Campus with Silk
Cadbury Silk sweetens Filtercopy’s Valentine micro-drama with reunion romance and unsaid emotions.
MUMBAI: Love may be blind, but this Valentine’s it’s coming back with perfect 20/20 vision Filtercopy’s Ishq at Campus is back for Season 2, and it’s sweeter than ever thanks to a fresh Cadbury Silk partnership. After Season 1 left viewers swooning over college sweethearts Tanya and Maahi (and humming those unforgettable tunes), the youth entertainment channel is cranking up the nostalgia dial for a heartfelt reunion story. Reimagined specially for Valentine’s Day, the new micro-dramas dive into second chances, lingering feelings, and all those words that somehow never quite made it out, all set against the timeless chaos and chemistry of campus life.
The emotional engine? Maahi’s music, once again steering the narrative and tugging at heartstrings just like last time. Pocket Aces (Filtercopy’s parent), D2C head Vishwanath Shetty captured the vibe perfectly, “Romance has always been a space that Filtercopy has deeply understood… The response to Season 1 reaffirmed our belief in micro-dramas as a powerful storytelling format… This season, we continue in the same emotional space, with Maahi’s music once again driving the narrative.”
Sharing their perspective on the collaboration, WPP Media South Asia president for client solutions Shekhar Banerjee said, “By tapping into the micro-drama genre, which resonates deeply with youth, Cadbury Silk effectively amplifies its ‘Say It With Silk’ proposition, fostering authentic emotional connections. This alliance is about embedding the brand within cultural moments to build equity through authentic and impactful storytelling in the new age, in pace with the evolving landscape of brand communication.”
Short, snackable episodes packed with real-feel romance? It’s the kind of content that fits perfectly between lectures, late-night scrolls, and last-minute gift hunts. Whether you’re Team Tanya-Maahi die-hard or just someone who likes a good love story with a side of chocolate, Season 2 promises to deliver those warm, fuzzy, “maybe we should talk” moments that Valentine’s does best.
Grab some Silk, hit play, and let campus cupid do the rest. Because sometimes the sweetest things start with a second chance and a really good bar of chocolate.
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.
