iWorld
MX TakaTak announces exclusive launch of ‘Kanta Laga’
Mumbai: Homegrown short video platform MX TakaTak has announced an exclusive launch of music track “Kanta Laga” from singers Neha Kakkar, Tony Kakkar and YoYo Honey Singh.
As the official short video partner for this track, the platform had an in-song integration, as well as a 10-day exclusive period before its distribution to any other Indian short video apps, said the statement.
Commenting on the launch, Neha Kakkar said, “As an influencer on this platform, I am glad to extend our partnership for our new song and I am hoping the MX TakaTak community will come out in support of this peppy track and make it go viral.”
“Short video apps have become one of the key mediums for artists like us to connect with our fans. I am extremely thrilled to partner again with MX TakaTak for our exclusive launch for Kanta Laga,” remarked Tony Kakkar. “TakaTak’s audience has always been encouraging and interactive, making our collaboration with the platform more seamless. We can not wait for the audiences to groove on the song and show us their creativity in fun video challenges.”
YoYo Honey Singh added, “Collaborating with two trendsetters Kakkar siblings and MX TakaTak for Kanta Laga is a great combination to make content viral. This composition is very close to my heart. It is a song we have thoroughly enjoyed creating and I am sure music enthusiasts will revel in listening to it.”
iWorld
Micro-Dramas Surge in India, Redefining Mobile Content Habits
Meta-Ormax study maps rapid rise of short-form storytelling among 18–44 audiences.
MUMBAI: Micro-dramas aren’t just short, they’re the snack that ate Indian entertainment, and now everyone’s bingeing between the sofa cushions. Meta, in partnership with Ormax Media, has released ‘Micro Dramas: The India Story’, a comprehensive study unveiled at the inaugural Meta Marketing Summit: Micro-Drama Edition. The report maps how the vertical, bite-sized format is reshaping content consumption for mobile-first audiences aged 18–44 across 14 states.
Conducted between November 2025 and January 2026 through 50 in-depth interviews and 2,000 personal surveys, the research reveals that 65 per cent of viewers discovered micro-dramas within the last year proof of explosive adoption. Nearly 89 per cent encounter the format through social feeds and recommendations, making algorithm-driven discovery the primary engine rather than active search.
Key viewing patterns show a median of 3.5 hours per week (about 30 minutes daily) spread across 7–8 short sessions. Consumption peaks between 8 pm and midnight, with additional spikes during commutes and work breaks classic “in-between moments” that the format fills perfectly. Around 57 per cent of viewing happens in ambient mode (while doing something else), and 90 per cent is solo, enabling more intimate, personal storytelling.
Romance, family drama and comedy lead genre preferences. Audiences show growing openness to AI-generated content, 47 per cent find it unique and creative, while only 6 per cent say they would avoid it entirely. Regional languages are surging after Hindi and English, Tamil, Telugu and Kannada dominate consumption.
Meta, director, media & entertainment (India) Shweta Bajpai said, “Micro-drama isn’t a passing trend, it’s rewriting the rules of Indian entertainment. In under a year, an entirely new category of platforms has emerged, built audience habits from scratch, and created a business vertical that is scaling fast.”
Ormax Media founder-CEO Shailesh Kapoor added, “Micro-dramas are beginning to show the early signs of becoming a distinct content category in India’s digital entertainment landscape. When a format aligns closely with how audiences naturally engage with their devices, it has the potential to scale very quickly.”
The study proposes ecosystem-wide responsibility, universal signposting of commercial intent, shared accountability among advertisers, platforms, creators, schools and parents, built-in safeguards, and formal media literacy in schools.
In a feed that never sleeps and a day that never stops, micro-dramas have slipped into the cracks of every spare minute turning 30-second stories into the new national pastime, one vertical swipe at a time.
