iWorld
International roaming incoming calls on Airtel to be free
MUMBAI: Bharti Airtel, one of India’s largest telecommunications services provider, today announced the launch of its new international roaming (IR) packs that redefine the value proposition for customers traveling abroad, a communique to the BSE stated.
With the new IR packs, customers will have the convenience of carrying their India mobile number wherever they go and stay connected 24×7 without having to worry about high call and data charges. The packs will be available to both postpaid and prepaid customers.
Airtel’s new IR packs offer free incoming calls, free texts to India and ample data benefits along with free India calling minutes across all popular destinations. Charges for calls to India and local in-country calls have been reduced to as low as Rs. 3/min across popular destinations. Airtel also announced that post the exhaustion of pack data benefits, international roaming data will now be charged at just Rs. 3/MB, a reduction of 99% from Rs. 650/MB.
The IR packs, available for all popular global destinations, come with validity of one day and 30 days, giving customers greater flexibility to plan their communication budgets when traveling overseas.
The one day pack is designed for short/quick international trips and for appx. $10. This pack is particularly useful for business travelers who may be traveling to multiple destinations for very short duration. The 30 days pack offers connectivity through long duration trips for appx. $75. With the holiday season around the corner, Airtel plans to launch a $45 medium duration pack with 10 days validity by middle of October 2016.
Bharti Airtel director – operations (India & south Asia) said, “The new IR packs ensure that customers get no bill shocks and have the convenience of always keeping their phones switched on, wherever they are.”
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.
