iWorld
Aditya Gadhvi and Falguni Pathak unite for Rangaara
Mumbai: Haalo re haalo! Gujarat na Rangaara aavya che! Riding high on the success of “Khalasi,” the trio of Aditya Gadhvi, writer Saumya Joshi, and music director Achint Thakkar are back with “Rangaara,” a vibrant celebration of Gujarati culture and artistry. Adding to the brilliance, the Falguni Pathak joins this cultural powerhouse.
Aditya Gadhvi, deeply rooted in Gujarat’s rich heritage, passionately believes that ‘regional is the new global’. “I see that our music resonates with people, not only in Gujarat but globally, like our previous song, Gotilo. People can see their own lives, and their own culture, whether through music, movies, serials, or OTT series. They will like it when they see their home represented,” Gadhvi reflects. Our collaboration for ‘Rangaara’ goes beyond creating music; it’s a heartfelt tribute to Gujarat’s cultural tapestry. Gadhvi emphasizes, “Regional content is not just relevant; it’s powerful representation of culture. The world is ready to embrace the beauty and depth of regional expressions.”
On collaborating with the dandiya queen Falguni Pathak Aditya shared, “It felt really good, and I had been wanting to work with her for a long time. We have listened to her songs for many years, heard about her famous Garba songs during Navratri, and seen it. And today, for the first time, I got the chance to do a song with her.”
On reuniting with Achint Thakkar and Saumya Joshi, Gadhvi shared, “Whenever we come together, it is always a matter of great joy for us. When it comes to any form of creativity, if you find people whose wavelength matches yours, whose vibes resonate with yours, it is considered a great blessing for an artist.”
“Rangaara” is more than a song; it’s a vibrant thread in the colourful fabric of Gujarati culture, ready to captivate hearts across the globe with Asal Entertainment leading the charge.
Witness the biggest collaboration of the year with Falguni Pathak and the Khalasi trio: Rangaara. Song out now!
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.
