iWorld
VMate and Jjust Music collaborate to promote new music video Wajah
Trending short video platform VMate has partnered with Jjust Music to co-promote an upcoming new song ‘Wajah’. This is the first time that VMate has joined hands with Jjust Music, which is a pioneering music production house by renowned Bollywood actor and producer Jackky Bhagnani. To attract users, VMate has launched a fun-filled eponymous musical contest #Wajah. Creators participating in the contest have the opportunity to win exciting cash rewards up to Rs 5000.
Wajah is a romantic track sung by vocalist Rahul Jain, and the video features television industry’s famous on-screen and off-screen couple Gautam Gupta and Smriti Khanna. Jjust Music will also stream the new music video on their official VMate account for the users. Video creators can enjoy the music and take inspiration to make entertaining videos for the music contest, which will be live from May 22 to May 28, 2020. The best ones will be awarded.
The trailer of Jjust Music’s Wajah song was recently released on social media platforms, including VMate. It has garnered an overwhelming response from music lovers and creative minds who are looking forward to create their own versions of the music. To see the trailer, one can log into the VMate account and check out Jjust Music’s official profile – http://m.vmate.com/user/207341629.
During the ongoing lockdown period, Jjust Music had earlier launched Muskurayega India, a song for which some big faces from Bollywood came together to assert that India would defeat Covid-19 and return to normalcy soon. Prior to that, the music label had launched ‘Kamariya Hila Rahi Hai’, a peppy Holi song by Bhojpuri star Pawan Singh that featured the actor-singer along with popular dancer Lauren Gottlieb.
In a short span, VMate has gained immense popularity across India, especially in small towns and villages. The platform has allowed India to find hidden talent from far-flung areas. Today, VMate has emerged as a leading digital community where people from across the country not just share their life moments, but also play an active role in trying times like outbreak of Covid-19 pandemic. The platform has also been at the forefront of driving content and campaigns that appeal to the masses. Previously, VMate has partnered with Bollywood diva Sunny Leone, comedy queen Bharti Singh, dancing sensation Sapna Chaudhary, top YouTubers Bhuvan Bam & Ashish Chanchlani, among others, to connect the masses with their favourite celebrities.
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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.
