iWorld
Love goes Prime Time as Param Sundari streams across 200 nations
MUMBAI: Move over long-distance love Param Sundari just went global! Prime Video has rolled out the red carpet for the exclusive worldwide streaming premiere of Param Sundari, a romantic comedy that promises equal parts laughter, love, and cultural chaos.
Produced by Dinesh Vijan under the Maddock Films banner and directed by Tushar Jalota, the film stars Sidharth Malhotra and Janhvi Kapoor in a charming tale that’s as warm as it is whimsical. Now streaming in India and over 200 countries and territories, the film is the latest addition to Prime Video’s growing bouquet of homegrown blockbusters reaching global screens.
Set amid the lush backwaters of Kerala, Param Sundari follows the unlikely romance between Param, a cheerful Punjabi boy from Delhi, and Sundari, an independent Malayali woman. What begins as a classic culture clash soon turns into a heartfelt journey of discovery with a generous helping of humour, emotion, and musical magic.
Director Tushar Jalota calls the film “a celebration of love in its most joyful and unpredictable form.” He adds, “We wanted to create a story that feels alive and heartfelt something that makes you laugh, smile, and believe in love again. With its digital premiere, audiences everywhere can now experience the same warmth that we felt while making it.”
For Prime Video, Param Sundari is yet another step in its mission to deliver Indian stories with universal appeal. “Our focus has always been on bringing audiences stories high on entertainment, emotion, and heart,” said Prime Video India director and head of content licensing, Manish Menghani. “Param Sundari perfectly embodies these values, it’s fun, warm, and deeply engaging. We’re thrilled to bring it to Prime members around the world.”
For the leads, the film felt like revisiting the golden era of romance with a modern twist. “Param Sundari takes you back to a time when love was honest, a little messy but full of heart,” said Sidharth Malhotra. “Playing Param reminded me why I fell in love with romantic stories, they make you smile, believe, and reflect on your own journey.”
Co-star Janhvi Kapoor echoed the sentiment: “Shooting in Kerala was magical. The story celebrates emotion and culture in such a beautiful way that it felt more like an experience than just a film. I think audiences everywhere will connect with that authenticity.”
With its scenic settings, soulful soundtrack, and feel-good storytelling, Param Sundari is poised to be more than just a weekend watch, it’s a reminder that love, in all its unpredictable glory, still finds a way.
So whether you’re in Kochi, Kensington, or Kansas, Param Sundari is now streaming proving that when it comes to matters of the heart, distance is just another subplot.
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.
