iWorld
Celebrate powerful stories, enduring change on Khul Ke’s RoundTable
Mumbai: This International Women’s Day, Khul Ke, an innovative homegrown Indian social networking platform dedicated to catering meaningful conversations, is breaking barriers and igniting change with a powerhouse line-up of Padma Shree awardee women interviews. Khul Ke encourages women to celebrate their achievements and draws inspiration from the remarkable stories of these trailblazing women.
Highlighting the campaign’s essence, the RoundTable video teasers capture the movement’s core spirit. The phrase “Celebrate International Women’s Day with Khul Ke” serves as a rallying cry, inviting individuals to partake in the global celebration of womanhood. “Join The Celebration Of Women Achievers on Khul Ke” invites virtual gathering honoring extraordinary women who have overcome challenges and achieved remarkable success.
Among the esteemed guests featured in the RoundTable videos are Deepa Malik, Usha Chaumar, Prakash Kaur, Dr Sukama Acharya, and Jamuna Tudu. Each of these phenomenal women shared their empowering journeys, inspiring countless others along the way. The narratives of these women eloquently exemplify “Breaking Barriers, showcasing Self-Reliance, and Inspiring Change,” underscoring the central theme of the campaign: challenging norms and nurturing positive transformation.
Reflecting on her journey, Deepa Malik remarked, “Nothing is impossible if you can convey to others that it can be done. If I can become a Padma Shree at 40 years, then anyone can do anything.”
Sulabh International president Usha Chaumar touched hearts with her poignant statement: “My daughters say that if you were not in the tunnel, then I would also have to do the same work.”
Unique Home in Jalandhar founder Prakash Kaur emphasized the importance of shifting mindsets, stating, “We all should adopt this thinking. We should change the way we think.”
Khul Ke’s International Women’s Day campaign serves as a beacon of empowerment, uniting individuals from all walks of life to celebrate and uplift women globally. Join the movement, be inspired, and make a difference this International Women’s Day with Khul Ke.
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.
