iWorld
100% more Airtel data offered in b’band plans
MUMBAI: Following its rollout of ‘V-Fiber’ superfast broadband to serve the exploding demand for reliable high speed data solutions in Indian homes, now introduces larger bundles of data at existing prices to enable customers to do more New proposition designed to drive adoption of high speed broadband in the country and accelerate the journey towards digitally connected homes
Bharti Airtel, India’s largest telecommunications services provider, has announced refreshed home broadband proposition to serve the exploding demand for high speed data in today’s digital homes and drive the adoption of superfast broadband in the country. The new plans now offer up to 100% more high speed data benefits within the same monthly rentals.
In-home high speed data consumption in India is increasing exponentially with customers looking to stream HD/4K content, download heavy file across a variety of connected devices like smartphones, tablets, Smart TVs, Internet TV solutions and security solutions etc. Fixed broadband (Wi-Fi) continues to be the preferred mode of high speed data delivery given its consistent speeds and in the near future will also enable the IoT play for homes with connected appliances and much more.
To serve this growing demand and enable a seamless high speed data experience in a multi-device environment, Airtel has built a future ready network and introduced ‘V-Fiber’ that delivers consistently superfast broadband speeds of up to 100 Mbps to homes. The ‘V-Fiber’ high speed broadband experience is available to customers within the same plan rentals and requires only a quick modem switch.
Airtel’s refreshed broadband plans are designed to unlock the ‘V-Fiber’ superfast broadband experience with generous bundles of high speed data within existing plan rentals that enable Indian homes to get on to the digital super highway.
For instance, the Rs. 599 plan in Mumbai now offers 20 GB high speed data compared to 8 GB earlier, while the Rs. 699 plan will now offer 30 GB of high speed data compared to 15 GB earlier. The Rs. 999 plan now offers 60 GB compared to 30 GB and the Rs. 2599 plan offers 400 GB compared to 200 GB. Similar large increments in data benefits have been effected at every price point in every city with unlimited calling to any network available across all plans.
Hemanth Kumar Guruswamy, CEO – Homes, Bharti Airtel (India) said, “Our new plans are aimed at putting India onto the digital superhighway and complement our superfast broadband offerings like ‘V-Fiber’. At Airtel, our mission is to enable a superior digital experience and offer great value to our customers. Our customers can now add to their online experience with exciting speeds backed by unmatched service reliability. We believe these new plans will also drive the adoption of high speed broadband in the country.”
Existing customers will be upgraded to the new benefits automatically within the current bill cycle while new customers can choose from a host of plans that offer great value backed by best-in-class high speed broadband experience.
The upgraded plans are yet another addition to Airtel’s initiatives to innovate products that offer great value to customers. Recently, the company rolled out Airtel Surprises and myHome Rewards that offered free additional data benefits to customers.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
