iWorld
ALL-Accor Live Limitless presents Laughter On The Menu
Mumbai: ALL-Accor Live Limitless, the lifestyle loyalty programme by Accor, recently regaled its members with the last chapter of “Laughter On The Menu”, a three-city comedy tour featuring renowned stand-up comedian Atul Khatri.
The opening act of this laughter-filled journey took place at the Grand Mercure Bengaluru Gopalan Mall, marking the beginning of an entertaining adventure that continued in Mumbai at Novotel Mumbai International Airport and concluded on November 18, 2023, at Pullman New Delhi Aerocity.
Atul Khatri, the star of the show, delivered an hour of side-splitting comedy, leaving the audience in stitches and creating memories that will be cherished by attendees, followed by delightful cocktails and dinner.
Accor Sr VP operations – India and South Asia Puneet Dhawan said “ ‘Laughter on the Menu’ exemplifies ALL- Accor Live Limitless’ commitment to enhancing value for its members alongside creating memorable experiences beyond traditional hospitality offerings. This is one of the first limitless experiences we have curated for this year, and what fun, wonderful set of evenings they were”
“ALL-Accor Live Limitless is our lifestyle loyalty programme, which gives members a host of benefits (at participating Accor properties around the world). You can earn and redeem your points to enjoy evenings such as these, stay at hotels (globally) and dine—we have various opportunities put together for our members, and we look forward to welcoming more members” Puneet further added.
Internationally acclaimed comedian Atul Khatri boasts a stellar career that spans continents and accolades. From hosting prestigious award functions to acting in commercials and trending music videos, Atul’s versatility shines. Invited to grace the stages of prestigious comedy festivals worldwide, he has left an indelible mark on the global comedy scene, with performances in over 20 countries, including the USA, UK, Germany, UAE and Australia.
With its unique bouquet of ideas and events, ALL-Accor Live Limitless continues to demonstrate its dedication to crafting moments of joy, laughter, and connection for its valued members.
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.
