iWorld
Monday gets happier with ‘Pyaar ke Papad’
MUMBAI: Have you spent a Monday binge watching a rom com with a twist? For the first time on Indian television, Star Bharat is taking the initiative to launch the first five episodes of its one-of-a-kind rom-com show ‘Pyaar Ke Papad’ on Hotstar. The episodes will be available to viewers from 18th February from 7:30 pm. Every viewer, premium or not, can cherish this unique Sasur-Damad Jodi and have a week worth of entertainment in 2.5 hours exclusively on the Hotstar app.
Pyaar ke Papad is a funny narration and humorous banter between a bechara damaad who is determined to win his khadus sasur’s heart and thereby his daughter Shivika's hand for marriage.
Produced by Panorama Entertainment, the show boasts of an interesting cast of Akhilendra Mishra (Trilokinath), Swarda Thigale (Shivika) and the debutant Aashay Mishra (Omkaar). Set in the city of Kanpur, where religious beliefs and modern relationships are finding a middle ground to happiness, this show is a rib-tickling journey of Omkaar's first love and the fate attached to it.
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.
