iWorld
Karan Kundrra dons the driver’s hat as the ‘Special Uber’ driver to promote Amazon miniTV’s latest web series ‘Love Adhura’
Mumbai: Amazon miniTV – Amazon’s free video streaming service, has captivated audiences with a host of stellar multi-genre shows. The Amazon miniTV team has always found new and innovative ways to take the service to its fans, by bringing their favourite artists closer to them. To promote its latest romantic thriller series ‘Love Adhura’, the service had a unique idea: the lead actor, Karan Kundrra, surprised customers by becoming their Uber driver for a day and dropping them off to their destinations. Karan drove an Uber Green – the company’s latest offering promoting zero-emission rides.
Karan Kundrra is a known figure in the entertainment industry and is admired for his witty charm and charisma. As part of the initiative, Karan was seen surprising riders and talking to them about his experience while shooting for Love Adhura, and grooving to a romantic track from the show, on-route to their destinations. The surprise encounter with him driving an Uber left the passengers delighted.
A passionate romance laced with a nail-biting thriller, Love Adhura stars Karan Kundrra and Erica Fernandes in lead roles and has been receiving phenomenal reviews from both critics and fans. The quintessential engagement of Karan donning the role of an Uber driver joins the innovative Metro ki Sawari campaign by the lead cast which recently made headlines during the promotions of the show.
Amazon miniTV business head Aruna Daryanani said, “At Amazon miniTV, our endeavor is always to find opportunities to integrate brands organically with our content. Teaming up with Uber for the promotion of our new romantic thriller ‘Love Adhura’ reflects the same. Uber Green is working towards building sustainability in transportation, which our youthful audiences at Amazon miniTV relate to, and is a great example of how both brands can build a symbiotic relationship.”
Talking about his experience of being a part of this unique association, Kundrra expressed, “Being part of this unique promotional idea was truly an exhilarating experience. It was thrilling to surprise and interact with passengers, which gave me a unique opportunity to connect with people in a real-world setting, outside of Television screens. The excitement and joy on the faces of the riders were priceless, and I’m grateful for the opportunity to be a part of this.”
Directed by Tanveer Bookwala from Ding Infinity and starring Karan Kundrra, Erica Fernandes, Saaquib Ayubi, Vivek Madaan and Abhilasha B Paul in pivotal roles, Love Adhura is streaming exclusively for free on Amazon miniTV. You can watch it on the Amazon shopping app, Fire TV, or download the Amazon miniTV app on Playstore.
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.
