iWorld
Jeeto Dhan Dhana Dhan lifts stakes with private jet grand prize
MUMBAI: JioStar has taken its popular predict-and-win contest Jeeto Dhan Dhana Dhan to cruising altitude, unveiling a private jet journey as its newest showstopper prize. The free-to-play game, presented by global travel app Skyscanner during South Africa’s tour of India, now offers one viewer the chance to swap the sofa for a sky-high getaway.
The prize reveal arrived with a playful promo featuring Navjot Singh Sidhu, who stars in a tongue-in-cheek clip that drives home the idea that anyone can strike it lucky on Jeeto Dhan Dhana Dhan. The contest runs on every match day across the ODI and T20I series, making predictions as much a part of the action as the cricket itself.
Jeeto Dhan Dhana Dhan has already carved out a loyal following since launch, clocking more than four billion plays and attracting over 150 million unique users on the Jeeto tab on JioHotstar. The format is simple: viewers watch the match in portrait mode, tap on the Jeeto tab and answer a fresh question before every over. Four options, one pick and the chance to walk away with a private jet ride by the end of the tour.
Alongside the jet-setter jackpot, fans can also win travel vouchers worth Rs 10,000 from a leading online travel agency, plus a selection of discount vouchers from well-loved technology and lifestyle brands.
“Gamification is changing the way fans experience live sport. Jeeto Dhan Dhana Dhan gives everyone a space to join in whether or not they follow cricket closely. This prize is not only the stuff of dreams but a reminder of how JioStar is refreshing the way sport is enjoyed,” said former India cricketer and commentator Navjot Singh Sidhu.
From cars and motorcycles to gold and lifestyle vouchers, JioStar has been steadily upping the reward roster. With its rapidly expanding user base, Jeeto Dhan Dhana Dhan is fast becoming India’s favourite playground for second-screen thrills.
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.
