iWorld
Holi 2022: Koo launches #HarRangKiHoli anthem to celebrate
Mumbai: Homegrown microblogging app Koo has launched a Holi anthem #HarRangKiHoli to celebrate the festival of colours in their ways by flaunting their distinct traditions.
The film #HarRangKiHoli – through influencers and celebs – weaves in cultural diversities and ethos from across India. It has glimpses of Uttar Pradesh’s Lathmar Holi, which is played with colours and sticks, to capturing Punjab’s Hola Mohalla – an amalgamation of folk dance and martial arts, further panning down to Goa’s vibrant Shigmo where locals welcome the spring, to the Dol Jatra in West Bengal, which includes a grand procession of Lord Krishna.
The Koo anthem has been composed by Siddharth Saxena and Chandan Jaiswal with music by Swapnil Tare, lyrics by Richa Dholi and sung by Chandan Jaiswal.
The anthem invites Indians to exhibit the unique ways in which they celebrate the festival, stated the brand. Users on Koo – through hashtags like #Milerangmeratumhara #SabkiBoliHappyHoli #IndiaKiHoli – have been sharing videos and photographs which aptly capture their rituals, festive recipes, cuisines and heritage.
“Our platform salutes everything that India celebrates; whether it’s sports, elections, films, or festivals. Holi is one of India’s most popular festivals and is celebrated differently across states. 2022 is special since people are now vaccinated, and hence eager to celebrate Holi with utmost gusto and enthusiasm after two years,” said a Koo spokesperson.
“Koo – as a platform which empowers people to express themselves in their native language – is thrilled to showcase India’s celebratory mode through #HarRangKiHoli, and we invite everyone to come onto our platform, share their Holi traditions, and interact with like-minded people in a language of their comfort,” Koo’s representative added.
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
