iWorld
Boundless Media mini-series explores mental health issues during Covid2019
MUMBAI: As mainstream entertainment took a hit during lockdown, it opened up the doors for smaller production houses to experiment and provide content to hungry audiences. Production house Boundless Media came up with two new mini-series Objectified and Unseen exploring the darker side of the pandemic and mental health issues.
“Our aim is to spark a conversation about mental health and what people are going through in this pandemic. We want this series to be relatable and reach as many people as possible,” says Boundless Media founder and creative producer Natasha Malpani Oswal.
She explains, “As creators, we are not only thinking of what is happening in India but what is happening at a global scale digitally. We are working on stories that could travel. We are especially targeting Gen Z and millennials because they are mostly online and digital-first. We are on the lookout for creative talent.”
While Objectified is a mixed media animation series that brings household objects to life, Unseen is a darker, riveting series of four ordinary people in an extraordinary situation that explores mental health, grief and anxiety. The creative house is looking at more short films and animation content.
Oswal mentions that everything from casting, scripting, direction and editing has been done staying at home. The series is shot at the respective home of the actors.
She says, “Filming at home is quite challenging. When you shoot a series, we scout for location, art direction, check the lighting and the overall look and feel. But here the series has been shot with natural light and art direction was done over a call with actors. They were also multi-tasking, we did a lot of rehearsals, we prepped their houses and actors also cooperated with shot taking. It was a learning experience and it pushed us to be more creative.”
Oswal also points out that a lot of cordination took place between actors and the Boundless Media to ensure proper surrounding and to maintain the quality of show.Actors took help from members at home while directors guided them to take proper angle, location and shot.
The series will be available on YouTube.
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.
