iWorld
Likee ties up with PUBG MOBILE to celebrate the online game’s second anniversary
MUMBAI: Likee, the short-video platform by Singapore-based BIGO Technology Pte Ltd, has collaborated with PUBG MOBILE to celebrate the second anniversary of the popular online game. As part of the collaboration, Likers have been asked to join a hashtag challenge, create video, and post the same to bag jewels.
All users joining the hashtag challenge will get one chance to participate in a lucky draw. The catch is that each user will get just one chance per day. Likee and PUBG MOBILE would award the winners of the lucky draw jointly. A bumper prize is also in store for the participants.
To enhance the engagement level of users, Likee is also designing an exclusive jewel for PUBG MOBILE, which would signify the 2nd anniversary logo of the online game.
The challenge will be based on ‘Open your PUBGM Blind Box’ concept, wherein participants can pick their PUBG MOBILE Blind Box to win special 2nd anniversary gifts.
Likee spokesperson Mike Ong said, “A global blockbuster game like PUBG MOBILE getting associated with a pioneering short video platform signifies the emergence of a new phenomenon. It further reflects the ever-growing popularity of Likee on the global stage.”
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.
