iWorld
India one of the fastest growing AR markets: Facebook
MUMBAI: India is one of the fastest growing regions for augmented reality (AR) technology and Facebook is providing tools like AR Studio for developers and creators in the country to help them create unique experiences, according to ET.
“India is one of the fastest growing regions for AR technology. Through our cutting-edge creative offerings, we are giving creators and developers power to build for tomorrow with emerging technologies like AR without using any expensive hardware or specialised apps,” Facebook India and South Asia head of platform partnerships Satyajeet Singh said in a statement.
Facebook’s AR Studio is a new software suite is purpose-built for creators and developers that allow them to make stunning visual effects for the Facebook camera easily.
AR Studio is currently available on Mac and will soon be available on Windows. “Myntra has been a pioneer in AR applications. We are looking to partner with Facebook now to bring AR effects into our brand pages, feed and stories on Facebook and to leverage the massive reach of Facebook to bring these experiences and tools to our customers across the various Facebook platforms,” said Myntra CTO Jeyandran Venugopal.
Facebook is focused on opening up the AR platform to more people, offering more utility by bringing AR to everyone and their daily habits.
According to AliveNow founder and CEO Adhvith Dhuddu, “They are excited to work on AR studio because it’s opened up unique possibilities to build interesting AR experiences for brands and 1.5 billion users on Facebook.”
“With 1.5 billion people who have access to Facebook camera today, we want to focus on providing unique experiences, and through the AR studio we are enabling creators to build new ways for them to access AR experiences,” the company said as it organised an “AR Day” event.
“With face gestures, hand tracking, object recognition and more, we are building for the future with AR camera filters,” Dhuddu added.
iWorld
Applause, Story TV team up to push microdrama content
Partnership to create premium short form shows for mobile first viewers
MUMBAI: Applause Entertainment and Story TV are betting on short attention spans with a long-term vision, joining forces to create a slate of premium microdramas for mobile-first audiences.
The partnership brings together Applause’s storytelling pedigree and Story TV’s fast-growing digital reach, with plans to co-produce and distribute bite-sized dramas across genres. As part of the deal, Story TV will also adapt the romantic thriller Hello Mini into a vertical microdrama format, signalling a shift in how stories are being reshaped for smaller screens.
Backed by the Aditya Birla Group, Applause Entertainment has built a reputation for high-quality content with titles like Scam 1992 and Criminal Justice. Story TV, launched in 2025, has quickly scaled up with a library of over 1,000 titles across languages and genres, riding the wave of mobile consumption.
Story TV founder and CEO Saurabh Pandey said, “Phones are now the primary screens for content consumption, and microdramas are evolving into a mainstream format. At Story TV, we are blending storytelling with technology to push this format further.”
He added that the collaboration with Applause Entertainment will help expand the reach of microdramas while introducing a layer of premium storytelling to the space.
Applause Entertainment chief business officer Prasoon Garg said, “At Applause, we have always focused on strong storytelling across formats. As microdramas gain momentum, this partnership allows us to explore the space with a platform that understands both the format and its audience.”
With mobile screens shrinking and content getting sharper, the collaboration hints at a future where storytelling is not just shorter, but smarter, designed to fit neatly into the scroll of everyday life.
