iWorld
bigbasket partners with social media influencers to brighten Diwali
Mumbai: bigbasket is transitioning into a full-stack quick commerce player, expanding its offerings beyond groceries to meet customer demand for a wider selection of quality products from top brands.
With Diwali approaching, bigbasket is making it easier for customers to celebrate by delivering a variety of products in just 10 minutes. The Diwali-specific range includes gold and silver coins from Tanishq, electronics and home appliances from Croma, toys from Mattel, Hasbro, Lego, and Beyblade, as well as apparel from Tata Cliq.
bigbasket marketing head Anand Bhaskaran said, “This Diwali is extremely important to us. To amplify our reach, we are partnering with national and regional influencers, who will showcase the ease and convenience of shopping with bigbasket for all Diwali needs.”
The Diwali marketing campaign is inspired by the concept of ‘Poo bani Parvati,’ where influencers embody different festive personas to showcase the versatility of bigbasket’s offerings for family gatherings, Diwali parties, and traditional pujas.
In the North, influencers like Kusha Kapila, Gaurav Kapoor, and Agasthya Shah contribute their unique styles, while RJ Princy Parik and Aatman Desai represent the East. In the South, influencers like Danish Sait, Ayyo Shraddha, and Anu highlight bigbasket’s extensive range of products for festive occasions.
The campaign aims to illuminate social media by demonstrating that bigbasket is more than just groceries. Through engaging reels, influencers emphasise the app’s ease of use, diverse product selection, and how bigbasket is transforming Diwali shopping across India.
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.
