iWorld
Disney Star launches ‘Words of Pride’ advocacy campaign
Mumbai: Disney Star unveils the ‘Words of Pride’ campaign, an advocacy initiative aimed at cultivating awareness and use of the right vocabulary for addressing LGBTQIA+ community across India. The central theme of the campaign, ‘The world is evolving; it’s time our words do too,’ reinforces the company’s commitment as the nation’s storyteller and endeavour to ignite a transformative social change by equipping people with respectful and appropriate language for the LGBTQIA+ community. The campaign highlights the convergence of language and respect, underscoring the importance of choosing appropriate terminology when addressing the LGBTQIA+ community.
Disney Star has launched a website which hosts a lexicon of respectful words to address the LGBTQIA+ community. Put together with language experts and linguists from the LGBTQIA+ community, it is made for everyone and is currently available in English, Hindi, Bengali, Kannada, Telugu, Malayalam and Tamil. This is merely a prologue towards our unwavering commitment to expand this lexicon and encompass more words and languages in the future.
Disney Star head – network brand & creative communications Minakshi Achan said, “Words hold extraordinary power – they can make us feel seen, heard, and valued. Fortunately, respectable words to address the LGBTQIA+ community do exist in our languages, but over the years they have been misused or forgotten. Our effort has only been to reclaim them such that they become a part of our daily discourse. At Disney Star we believe that by harnessing the power of language and advocating for appropriate terminology, meaningful conversations can be ignited, facilitating an intentional and dignified approach to using inclusive vocabulary with the LGBTQIA+ community.”
In an era characterised by evolving inclusivity, the ‘Words of Pride’ campaign stands as a potent catalyst for transformation. Rooted in the core mission of the campaign, it squarely confronts historical biases perpetuated by the continued misuse of language. With a strong emphasis on advocacy, the campaign strives to reintroduce and promote respectful terminology within Indian languages, unveiling a rich linguistic heritage that aligns harmoniously with contemporary progressive values.
At its core, the campaign empowers individuals to cultivate understanding and empathy. Harnessing its diverse social media platforms, Disney Star will actively promote respectful discourse, elevate awareness, and nurture compassion. The campaign’s digital microsite is poised to serve as a dynamic hub, offering educational resources concerning LGBTQIA+ terminology, pronouns, and personal narratives.
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.
