iWorld
Karix Mobile Gearing to Send a ‘Message’ on World Stage
MUMBAI: Karix Mobile Pvt. Ltd. (formerly known as mGage India), world’s largest messaging solution and mobile engagement company, has announced its participation in the Mobile World Congress (MWC) 2018 being organised by the GSMA (Groupe Spécial Mobile Association). The 2018 edition of MWC is being organized in Barcelona, Spain from 26th February –1st March 2018. Visitors can meet the Karix team at their stand located in – Hall 8.1 Stand B58.
Excited on the participation, the company spokesperson says, “The Mobile World Congress is one of the biggest events of the mobile & technology industry and it is a grandstand for us to showcase our solutions alongside a host of companies from around the world. Being the market leader for Mobile engagement solutions for marketing and customer care, we look forward to connecting with marketers and application developers at the event and showcase our solutions for real-time communication.”
Karix Mobile helps businesses connect seamlessly with their customers using communication channels such as SMS, email, voice and data. The company processes over 100 billion messages annually for its enterprise customers and the Govt. of India.
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.
