iWorld
JioCinema announces new TATA IPL contest Jeeto Dhan Dhana Dhan
Mumbai: JioCinema, the exclusive digital destination for the TATA IPL, announced, Jeeto Dhan Dhana Dhan, a new contest that gives fans a chance to win one car every match. Jeeto Dhan Dhana Dhan aims to enhance the viewer’s experience while watching the TATA IPL on JioCinema vis-à-vis passively watching the league on legacy platforms. Introduced on 8 April, JioCinema recorded over 1.5 Cr. plays on the contest on the first two matches between Rajasthan Royals vs Delhi Capitals and Mumbai Indians vs Chennai Super Kings on Saturday.
A free-to-play contest, Jeeto Dhan Dhana Dhan offers viewers prizes like smartwatches, Bluetooth speakers, Bluetooth neckband, and wireless earphones, among others throughout the match. Viewers need to hold the phone in portrait mode. A chat box will open at the bottom of the screen where the question appears before every over along with four options. Viewers who give the most correct answers during the match, stand a chance to win the car.
The introduction of yet another fan-centric feature on the platform comes on the back of JioCinema’s record-breaking opening weekend that clocked over 147 Cr. video views, recording the highest-ever opening weekend for the TATA IPL on digital. The number of video viewers for the first weekend alone on JioCinema eclipsed what was recorded across the entire last season of TATA IPL on digital. This was also higher than the ICC T20 World Cup 2022.
Actor Alia Bhatt was unveiled as the face of the TVC campaign introducing the Jeeto Dhan Dhana Dhan. She is also engaging with the viewers on JioCinema explaining how to play the contest and win exciting prizes.
“By offering interactive and immersive features on JioCinema, we are creating an unprecedented level of engagement and personalization with fans and becoming their preferred platform to watch TATA IPL,” said a Viacom18 Spokesperson. “Our focus is to elevate the fan’s viewing experience throughout the season, and Jeeto Dhan Dhana Dhan is one among a plethora of reasons that Alia is helping us amplify.”
JioCinema, available to Jio, Airtel, Vi, BSNL and all other subscribers for free, is offering 16 unique feeds, including 4K, multi-language and multi-cam presentation, interactivity through stats pack, and play along feature for over 700mn + internet users.
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.
