iWorld
Mauj brings Lakme Fashion Week 2006 on mobile phones
MUMBAI: Mauj Telecom, a mobile wireless solutions provider has announced their association with Lakme Fashion Week to bring the fashion extravaganza on mobile handsets. Mauj Telecom is the official mobile content partner for this event which is being held from 31 October to 4 November 2006 at Mumbai.
Mauj Telecom has tied up with leading designers like Vikram Phadnis, Sabyasaachi Mukherjee, Wendell Rodricks, Seema Khan and Deepti Toor providing them a platform to showcase their entire exquisite collection to millions of cell phone users across the globe.
People from across the country can stay abreast with the latest happenings at the LFW with exclusive wireless fashion content like animated screensavers, images, wallpapers, themes, video clips of models, interviews of designers, highlights of the shows and all the possible action on the ramp. This will be made available across majority of Indian cellular operators. Content will be available through both SMS and WAP platforms.
Mauj Telecom has also announced a contest, where by sending SMS “LFW06” to 7007 one stands a chance to be the lucky winner of a Sabyasaachi creation.
On the occasion of this partnership Mauj Telecom CEO Arun Gupta said, “Mobile phones are now a fashion accessory. Mauj has always been at the forefront of introducing some of the biggest events and movies on the wireless platforms including Miss World, Wimbledon, KANK, Omkara and Gladrags. We are excited not only to become the official mobile content partner for LFW but also to extend our association with IMG by creating a platform for the fashion designers to display their creations on mobile phones.”
For entering the world of Lakme Fashion Week- Spring Summer Collection 2006, all one needs to do is send an SMS ‘LFW’ to the shortcode 7007 or log on to the WAP portal www.wap.mauj.com. One can access designers’ collection with whom Mauj has tied up by sending keywords to 7007.
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.
