iWorld
Chingari marks first anniversary with #SaalEkChingariAnek campaign
Mumbai: Socio-commerce app Chingari has launched #SaalEkChingariAnek to mark its first anniversary. The platform has also announced its official Chingari anthem to offer creators a chance to be part of its celebration by creating interesting videos and winning lakhs of Chingari Coins.
Chingari app CEO and co-founder, Sumit Ghosh said, “It has been a memorable one year. We saw a rapid upward growth trajectory owing to the efforts of the team. We shall continue to provide a plethora of opportunities to the artists in the country and aim at becoming the voice of the creators who often struggle to get an unbiased platform. The long-term objective of the brand is to foster the growth of art professionals so that they can explore their maximum potential and gain from it.”
The platform provides an independent stage for content creators, and promotes their passions and creativity through various contests. “In the past one year, the app has collaborated with various brands and celebrities to expand its user base and open new opportunities for the users on its platform”, added Ghosh. “It has also developed a learning platform for content creators where artists can learn from experienced professionals and sharpen their skills.”
Chingari, COO and co-founder, Deepak Salvi said, “Just like entrepreneurs and institutions invest in science, commerce and technology, similarly our aim is to invest in nurturing talent and those who create it. Past one year has helped us understand the psychology, demographics and audience perception around creative content and we aim at harnessing this data and information to further upgrade our strategies for creators across the country to benefit from them.”
The anthem ‘Bann Chingari’ has been written by creative director Pranat Ghude, with a multilingual, millennial appeal to capture the essence of Bharat. The anthem is also available on leading music streaming platforms.
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.
