iWorld
LinkedIn names Devajit Roy head of growth and mid-market in India
DELHI: LinkedIn has elevated long-time executive Devajit Roy to head of growth and mid-market for LinkedIn Marketing Solutions, marking a fresh chapter in the company’s India and Saarc journey.
Roy, who has spent more than a decade at LinkedIn, steps into the expanded role at a time when digital advertising in the region is accelerating rapidly. From January, he will lead the growth and mid-market charter, focusing on helping businesses of all sizes tap LinkedIn’s marketing ecosystem more effectively.
Announcing the move, Roy said the new role gives him a broader canvas to support customers while aligning closely with LinkedIn’s global growth priorities. He described the opportunity as a chance to take India’s digital advertising footprint to the next level, while building on the strong foundation laid by his teams over the years.
The promotion recognises Roy’s track record of scaling businesses and teams. In his previous role as head of new and emerging business, he grew revenues across new cities, new countries and high-growth segments such as startups and venture capital firms. He also expanded LinkedIn’s direct sales team and built a vendor-led servicing model in Bengaluru to drive renewals and customer value.
Beyond numbers, Roy has been credited with fostering a high-performance culture, consistently exceeding global benchmarks in LinkedIn’s employee engagement surveys.
Before joining LinkedIn in 2015, Roy held senior roles across the digital advertising and media landscape, including stints at Sizmek by Amazon, Rediff.com and The Times of India. His early career also spans sales and operations roles at FedEx, Tata Advanced Systems and Genpact.
With this elevation, LinkedIn signals its intent to sharpen its focus on growth businesses in India, betting on seasoned leadership to turn opportunity into momentum. As Roy puts it, the journey is just getting started.
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.
