iWorld
Chimp&z Inc wins digital mandate for Hashtag Poker & Poker Sports League
Mumbai: Digital advertising agency from the house of Merge Infinity Global, Chimp&z Inc has won digital mandate for video poker app Hashtag Poker and Poker Sports League, affiliated with Mind Sports League. The accounts were won after a multi-agency pitch.
Along with social media and influencer management, the agency will also oversee its production and performance campaigns. It will also drive its efforts towards creating the world’s largest poker community with the brands, stated the agency.
“We are intrigued to work on creating powerful communications for Hashtag Poker & Poker Sports League who believe in shattering stereotypes and the team at the brand believes in the same,” stated Chimp&z Inc CEO & co-founder Angad Singh Manchanda. “Over the next quarter, you will be seeing a lot of work on social media, digital performance, and the video production front. Chimp&z Inc and Hashtag poker both share extremely high aspirations and that common value and vision will make this partnership favorable for us and a treat for our audiences.”
Hashtag Poker and Poker Sports League aim to sportify the game of poker through a unique, team-based format. Chimp&z Inc plans to articulate its vision and USP’s using a wide array of strategies to position them as the one-stop-shop for all the poker fans.
“The game of poker is assumed to be a tedious task and to break that glass between the truth and assumption, we have joined forces with Chimp&z Inc to help us communicate our vision and establish poker as a fun mind sport,” commented Mind Sports League founder & CEO Pranav Bagai. “After scouting across various agencies, we have now found the right ROI-driven agency that understands our long-term goals and can amplify our voice on social media through campaigns and creative strategies.”
“It’s time for us to enhance our reach and spread the word that poker is more of a lifestyle that aids in the development of life skills such as decision making, recruiting, financial planning, interview skills, and risk appetite,” said Mind Sports League co-founder & CFO Akshay Chachra. “Since poker is a relatively new game in India, its acceptance and development potential are enormous. We believe in the dedicated team of Chimp&z Inc and are thrilled to embark on this new journey with them.”
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.
