iWorld
Mauj launches its debut music album ‘Asha and Friends’
MUMBAI: Wireless solutions provider Mauj Telecom has announced the launch of a music album – Asha and Friends.
Asha Bhosle, has got in tune with some known achievers from various fields to come up with a music album called Asha and Friends. Her friends in the album include Sanjay Dutt, Brett Lee, Urmila Matondkar, Sa Re Ga Ma Pa Lil’ Champs and many more. The songs are being distributed by Virgin Records (India) Pvt Ltd, asserts an official release.
Commenting on the launch of the new music album, Mauj CEO Arun Gupta said, “Mauj has always been an innovator in the arena of entertainment and digital lifestyle. We are extremely happy to partner with a legend – Asha Bhosle – to produce an exciting and fun album.”
Asha Bhosale said, “I thought of Sanjay Dutt after seeing Munnabhai MBBS. I realised there were some portions in the songs which he sang himself. He has a bass voice, which is important for male singers. He has the right sense of tune and melody.”
Commenting on Bret Lee’s involvement she added, “He was very excited about singing with me, and couldn’t believe I was more than double his age”
Aussie pace bowler Brett Lee who was down in India for the Champions Trophy also agreed to sing with her even though he had earlier refused other offers in India. “She is phenomenal. For her age of 74, she sings like a youngster,” said Lee.
The project has been conceptualised and composed by Shamir Tandon. The original idea was to have seven voices singing with her, further to which Ashaji shared her idea of having seven voices from different walks of life of people who can sing, but are not known for their singing.
The album will be followed by several other albums which are cut and ready with the videos directed by some of India’s well known filmmakers.adds the release.
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.
