iWorld
Lomotif announces #DostiRemixed contest to ring in Friendship Day
Mumbai: Friendship Day is just around the corner and to celebrate it, there’s no better way than spending fun moments with your best friends in these otherwise despairing times. Keeping this in mind, video-sharing platform Lomotif has announced its latest #DostiRemixed challenge.
The challenge that takes place between 23 and 30 July, encourages creators across the country to make videos by dancing alongside their best friend on their favourite song and win exciting prizes.
All one has to do is subscribe to the official #DostiRemixed channel, record their performance and post the videos using the hashtag #DostiRemixed on the campaign channel in the app, said the platform in a statement. The top three pairs of BFFs with the maximum number of video likes will win OnePlus Nord CE 5G phone each, it added.
“India is a land of emotions and what better way to celebrate the emotion of friendship than to create our #DostiRemixed challenge that sees users perform to their favourite songs with their BFFs and express their love for their friends through a Lomotif,” said Lomotif co-founder & CEO, Paul Yang. “It allows them to experiment with formats, features, and tools to express themselves authentically and strengthen their bonds. We are always looking to enhance what we, as an app, can offer to the user and this challenge is an extension of our philosophy to bring the community even closer, by making this Friendship Day extra special for one and all.”
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.
