iWorld
Netizens step into Covid warriors’ shoes through VMate
MUMBAI: The Internet’s new-found sensation are people disguised as policemen and doctors to express their gratitude towards and pay respect to the frontline corona warriors. Several such videos have appeared across social media boards wherein users have extensively used a new virtual sticker, launched by trending short video app VMate – one of the most downloaded social media apps globally, in the honour of the corona warriors, who have put their lives at risk to ensure that people stay safe during the novel virus outbreak.
When a user accesses the sticker, he appears dressed as a policeman, with uniform and sunglasses that have become synonymous with cops, and then as a doctor, with surgical robe, mask and stethoscope. Also part of the sticker is some hands that appear at the bottom of the screen and clap in the honour of the frontline warriors.
Link – https://www.facebook.com/603006289860852/videos/258225705558653/
The text appearing along with the sticker urges all to clap so that the policemen, armymen, doctors and nurses can be felicitated. It further makes a reference to the users themselves, suggesting that even those who are adhering to the lockdown norms are helping in the ongoing fight against the novel virus. The voiceover in the backdrop of the sticker says, “Bharat aur Bharat-vasiyon ki rakshha karna hamara param kartavya hai. Har Bharatiya swasthya rahe yeh hamari zimmedari hai. Hum hamesha aapke saath hain (It is our prime duty to safeguard India as well as all Indians. It is our responsibility that all Indians remain healthy. We are always with you)”.
This comes even as several doctors and policemen have converged to VMate in the wake of the lockdown to raise awareness and dispel misinformation concerning Covid-19. Besides, some of the reputed media groups, such as Punjab Kesari and Dainik Jagran, too joined VMate in bolstering the front against the novel virus. Recently, Indian government’s citizen engagement platform MyGovIndia also launched a profile on VMate to provide real-time official information to people and promote Aarogya Setu, a mobile application developed by the government to connect essential health services with the people of India. The 64th edition of Prime Minister Narendra Modi’s radio show ‘Mann Ki Baat’ was also streamed live through the profile.
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.
