iWorld
Harini Calamur, intellect behind LeEco’s content strategy in India
MUMBAI: After a successful run with Zee Media Corporation Limited as the head digital content for news, Harini Calamur is enthralled on joining LeEco as the head for original content.
LeEco has shown signs of aggression and has announced a slew of content initiatives and acquisitions in Asia over the past few months.
“It’s a fun place to be in. Content consumption patterns are moving to mobile phones now. It’s exciting to see the increasing demand for intriguing content from Indian viewers. Delivering gripping content to the viewers is pleasing”, says Calamur.
She is responsible for developing original content for LeEco’s OTT platforms in India across languages and genres. During her tenure with Zee, Calamur conceptualized, designed, and implement a digital news content strategy for all the news brands of the group –dna and Zee News and regional variants. She moved the entities from companion websites to digital products, with loyal audiences and advertisers and also launched the hyperlocal platform for the group, iamin.in, present in 36 locations across India.
The global internet and technology conglomerate LeEco is also called the Netflix of China for its content eco-system. The soon to launch platform plans to produce as well as commission content for its viewers in India. It has Atul Jain as the COO Smart Electronics Business in conjunction with Debashish Ghosh COO looking after the entire Indian content business and Divya Dixit as director of content marketing for India.
The company recently launched its flagship superphones, Le Max and Le1s, in the Indian market. As a partner, ErosNow will be integrated within the Le ecosystem of internet enabled smartphones and smart televisions, showcasing ErosNow’s Bollywood films, music and originals. Devices will include a one-year premium subscription to ErosNow service pre-bundled with the purchase of the phones. The launch of Le 2 Superphone by LeEco has stirred the pricing landscape in India and has given a new lease of vibrancy to the smartphone market in India.
LeEco has once again renewed its exclusive partnership with Flipkart. An agreement cementing this alliance was signed off between Atul Jain and Flipkart chief marketing officer Samardeep Subandh.
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.
