iWorld
Airtel further strengthens its partnership ZEE5
KOLKATA: As part of its strategic alliance with ZEE5, Bharti Airtel (Airtel) today launched new propositions for its mobile customers in India. These prepaid propositions are designed to deliver an exciting digital entertainment experience to Airtel smartphone customers by unlocking the full ZEE5 premium content catalogue to go with generous high speed data allowance and unlimited calling benefit.
1. The new Rs 289 prepaid bundle offers Unlimited Calling, 1.5 GB/day, 100 SMS/day plus full access to the entire ZEE5 catalogue, which includes hits such as Ghoomketu, Chintu Ka Birthday, Rangbaaz Phirse, Lalbazaar to name a few. The bundle comes with a validity of 28 days. In addition, as part of Airtel Thanks benefits the customer also gets access to Airtel
Xstream content and Wynk Music subscription .
2. The Rs 79 top-up offers subscription to the entire ZEE5 catalogue for 30 days. The convenient top up will be available to all Airtel customers through the Digital Store Section on Airtel Thanks App. Customers can purchase the new prepaid pack on Airtel Thanks app, www.airtel.in and at all Airtel retail stores across India.
Bharti Airtel chief marketing officer Shashwat Sharma said: “With the massive surge in consumption of digital content on smartphones, Airtel’s new prepaid packs make it simpler for millions of customers to access rich content from ZEE5 without having to worry about managing separate
subscription charges. Our users can enjoy this exclusive content offering on Airtel 4G, which has been consistently rated as India’s top mobile network for video by global experts.”
ZEE5 India business development and commercial head Manpreet Bumrah said, “During such unprecedented times, we urge all the citizens to stay home and stay calm, while we continue to serve the best of entertainment content across languages, genres, and a spectrum of devices. Our partnership with Airtel enables us to maximise reach by appealing to a large base of Airtel consumers present across the country. With this proposition, we are enhancing our existing relationship and reach through prepaid bundle & top-up plans further democratising access to world-class entertainment at consumer’s fingertip.”
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.
