iWorld
Airtel Cellular had highest TV ad insertions during ’16 Diwali
BENGALURU: Diwali week in 2016 was week 44 – between Saturday, 29 October 2016 and Friday 4 November 2016. Airtel Cellular Phone Service (Airtel Cellular) was the top advertiser on television as per Broadcast Audience Research Council (BARC) data of top 10 brands across genre: All India (U+R): 4+ Individuals with 9,370 insertions or spots. Further, Airtel Cellular also had the highest insertions in the week leading to and the after Diwali. For week 43, as per BARC data, Airtel Cellular topped the charts with 9,229 insertions and for week 45 with an even higher 10,387 insertions.
A total number of 83,178; 72,073; and 74,513 ad insertions were shared by the top ten brands in terms of number of insertions per weekin weeks 43, 44 and 45 respectively. Please refer to figure A below for the top 10 brands in terms of TV ad spots.
As is obvious, only FMCG, Mobile (including services) and online brands are in the top 10 list in terms of number of ad insertions in all the three weeks. Week 43 also saw a small presence from auto, jewellery and food brands while week 44 saw the exit of auto brands from the top 10 brands list in terms of number of ad insertions. Week 45 saw jewellery and food brands also exit from the list. Online brands tripled their presence in week 45 in number of brands to three from only one in weeks 43 and 44 as well as in terms of percentage of total number of insertions by the top 10 brands from 9.29 percent and 9.1 percent in weeks 43 and 44 to 28 percent in week 45. Of note is the fact that Patanjali, which was consistently among the top 10 brands in terms of insertions during weeks 40,41 and 42, was absent from the lists in week 43, 44 and 45.
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.
