iWorld
BIG FM’s ‘BIG Indiagram 3.0’ celebrates India’s heritage with virtual Jhankis this Republic Day
Mumbai: Every year on 26 January, India comes together to celebrate its unwavering commitment to democracy and the establishment of citizens’ rights. Marking 75 years of our constitution coming into effect, BIG FM, one of the country’s leading radio networks, has introduced ‘BIG Indiagram 3.0’ – an innovative initiative showcasing the creation of virtual Jhankis of India’. This Republic Day, the campaign’s core thought is to use artificial intelligence (AI) to connect with the audience and promote the idea of cultural unity. Through this initiative, BIG FM invites people nationwide to express their creativity and love for the country using modern technology, highlighting its fast-paced advancements.
BIG Indiagram 3.0 also highlights the significance of #MeraWalaBharat, promoting the idea ‘One India My India’ evoking a primary goal to foster deeper connections with the country’s royal heritage. With its creative concept, users can now upload personal photos on the official website – https://indiagram.bigfmindia.com/ – utilising AI algorithms to dynamically generate collages that seamlessly integrate their images with selected pride points. Making the campaign more interactive, users can also participate in quizzes and appreciate each other’s Jhankis by casting their votes and ranking them.
Commenting on the initiative, BIG FM COO Sunil Kumaran said, “As we connect with audiences nationwide through our distinctive BIG Indiagram 3.0 initiative, we aim to amplify cultural narratives, instilling pride and celebrating the multitude of expressions that collectively make our country incredible. In this digital age, it is important to use technology to bridge traditions with innovations and we stand firm in our commitment to ensuring that the heartbeat of India’s diverse heritage resonates strongly for generations to come.”
BIG FM will felicitate five winners who have represented different regions and showcased their creative visions as full-scale Jhankis. Taking the excitement a notch higher, winners will be announced at the Northern Command – Indian Army headquarters in Delhi. Furthermore, an exhibition will also be displayed with montage pictures of all the Jhankis from participants across the country as a token of appreciation.
So, this Republic Day, bring your artistic flair to life!
iWorld
YRF, Red Chillies explore micro dramas as format gains ground
Short-format boom grows, 71 per cent users rely on UPI autopay.
MUMBAI: Big stories are getting shorter and Bollywood’s biggest studios are starting to think small to stay big. Yash Raj Films and Red Chillies Entertainment are independently evaluating entry into the micro drama space in 2026, signalling a strategic pivot as legacy players chase the fast-growing demand for bite-sized storytelling.
At YRF, the recent appointment of Saugata Mukherjee is being read as more than just a leadership shuffle. Industry insiders view the move as a deliberate step towards building a sharper, digital-first content pipeline. Mukherjee, who previously played a key role in shaping premium originals at SonyLiv, is known for backing narrative-led shows that helped the platform stand out in an increasingly crowded OTT market. His experience in scaling differentiated content is now expected to anchor YRF’s next phase of expansion.
While YRF’s plans appear relatively advanced, conversations around micro dramas are also picking up at Red Chillies, albeit at an earlier stage. Insiders suggest the studio is exploring the format as part of a broader rethink of content strategy in a market where attention spans and distribution formats are rapidly evolving.
The timing is hardly accidental. India’s micro drama ecosystem is already taking shape, with platforms such as JioHotstar (“Tadka”), Zee5 (“Bullet”), Amazon MX Player (“Fatafat”) and Tata Play (“Shots”) experimenting with mobile-first, episodic formats designed for binge consumption. Alongside these, niche players like Kuku TV, QuickTV and StoryTV are also building early traction.
What is driving this surge is not just format novelty but consumption behaviour. Data from Redseer indicates that content velocity and freshness are emerging as key engagement drivers, with users responding strongly to frequent releases and evolving story arcs. Interestingly, pricing is not a major friction point audiences are willing to pay, provided the content offers novelty and quality.
User feedback also points to a shift in taste. There is growing appetite for genre diversity beyond familiar tropes, opening up space for experimentation in storytelling formats. This creates an opportunity for both incumbents and new entrants to differentiate in what is quickly becoming a crowded segment.
Monetisation, however, remains tightly linked to ease of access. Around 71 per cent of users rely on UPI autopay for subscriptions, underlining the importance of seamless payment systems even as platforms explore diversified revenue models.
The rise of micro dramas is part of a larger shift in India’s digital entertainment landscape, where interactive media including audio streaming, social discovery and niche formats such as devotional and astrology-led content is gaining momentum. This broader segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For studios like YRF and Red Chillies, the message is becoming clear: in a market where attention is fragmented, storytelling may need to shrink in size but not in ambition.
