iWorld
LG India’s ‘Astronaut video’ garners 104 mn views on social media
MUMBAI: LG India’s 20th anniversary’s unique digital ‘Astronaut video’ showcasing how dreams come true has received 104 million views across its website and other digital platforms including its social media channels.
This viewership reiterates that LG has yet again struck the right chord with Indian consumers and understands their story like no other brand. LG has not just sold products, but the dream of a better lifestyle.
LG’s 20-year journey in India has been told through an inspiring story of a single mom and her daughter who goes on to become an astronaut. The little girl dreams to reach for the stars after watching the inspirational journey of the famous Indian astronaut, Kalpana Chawla, on LG Golden Eye TV.
https://www.youtube.com/watch?v=60zlBxiUwxQ
In fact, LG TV is one of the things which her mother sells to make money for her daughter’s dream, though it leaves them both sad.
The little girl, with her dedication goes on to become an astronaut at NASA, just like her idol. While she undergoes rigorous training, she finds herself surrounded by LG’s wide range of products for her comfort and care. The video ends with the girl, who is now grown up and an astronaut, gifting a brand-new LG OLED TV to her mother as a gesture for her sacrifices.
With this story, LG salutes the loving bond in Indian families.
LG Electronics India MD Kim Ki Wan said, “The Astronaut video has found immense appreciation of viewers. As a company, we base our initiatives in customers’ insights and this video was dedicated to honour their dreams.”
LG Electronics India head – corporate marketing Amit Gujral said, “This gesture shows how much the consumers love brand LG. It encourages us to make aspirations a reality and continue to live up to our brand promise – Life’s Good.’’
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.
