iWorld
Big Trunk Communications appoints Praharsh Dixit as head – Social Media
MUMBAI: Big Trunk Communications, an award-winning, Mumbai-based independent creative digital agency, recently announced the appointment of Praharsh Dixit, as ‘Head – Social Media’ at its Mumbai office.
Dixit will be heading the Strategy and Social Media Team at this young and enthusiastic agency and will be paving way for acquiring new businesses with constructive strategies to promote the growth of the organization. Under the same, he will also play a crucial role in nurturing existing clients and meeting their diverse requirements in the social media arena by providing creative and innovative solutions.
Dixit’s experience narrates his immediate past assignment as a ‘Manager – Digital Strategy’ with NetBiz Systems Pvt. Ltd. wherein he was instrumental in channelizing team efforts and contributions, articulating strategies for renowned brands and executing the same to leverage their presence on various digital platforms.
Big Trunk Communications CEO Akhil Nair said, “We extend a warm welcome to Praharsh. We believe that his expertise when clubbed with our goals, will lead to desirable outcomes. We look forward to a long and fruitful association with Praharsh to further strengthen the presence of Big Trunk Communications.”
His experience also records his association with some top-notch firms like Fanatics, Gutenberg Communications and Tata Consultancy Services. Honorary awards also occupy a special section in his successful journey.
Speaking about his appointment, Dixit said, “It gives me immense pleasure to be associated with an agency of creative and passionate minds. My areas of focus include constructing new and effective strategies to enhance the social media presence of all the existing clients and pitching prospective clients. I have a feeling that this is going to be a thrilling journey and I am committed to innovate and deliver maximum value to Big Trunk.”
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.
