iWorld
Vigo India celebrates two years of connecting communities
MUMBAI: Vigo Video, India’s fastest-growing short-video platform, successfully completes two years that sums up the brands transformation into a community building and relationship moulding platform. With over 20 million monthly active users, Vigo Video has brought Indian communities together through entertaining and heartfelt visual stories.
To celebrate this community spirit and its memorable journey of two years, Vigo Video kicks off celebrations across eight cities beginning September 20th. Travelling from Bardhaman, Kolkata, Murshidabad to Jaipur, Lucknow, Delhi, Patna and Ranchi, Vigo Video will host an array of exciting activities including Vigo’s first Parade with Vigo creators of each city, Canter bus tour around the city and a Grand Birthday Party to be attended by hundreds of Vigo fans and users!
The fun birthday party will also witness exciting games, interactions with the top Vigo creators like PrinceKumar, Rida Javed, Divyanka Sirohi: and many more, which will further bring the communities closer together.
Within this short time span, the platform has been able to create a strong and unique identity amongst users. With regional content gaining prominence and creators using their regional dialects to create content, different genres have gained popularity across key markets. From comedy, sketch, acting, to video rendition, one can find multiple vertical categories for users to engage and create content with.
Popular content created and shared also differ from one community to another. Original comedy skits and homegrown comedy groups are a hit in Kolkata and Ranchi, while heartfelt content around emotions are appreciated the most by Vigo fans in Jaipur and Delhi. Meanwhile, across the Hindi heartlands of Lucknow and Patna, shayari and storytelling reign supreme.
“We are delighted to celebrate with communities pan-India two years of bringing real stories about real people to life through the power of short-form video,” said Ashray Sachdeva, Head of Marketing, Vigo Video. “Vigo users are now coming together to form communities and groups both online and offline, create long-lasting relationships. Our ambition in the coming is to further empower users to share their stories in the most authentic and engaging way.”
Vigo Video is an engaging platform for the next generation of storytellers and connects with like-minded users sharing similar interests. In the last two years, Vigo Video has become tremendously popular across India with a huge community of loyal users eager to create and share content with their followers.
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.
