iWorld
Shalmali is back with her new song – ‘Follow’
Mumbai: Composers Bhumika Anantharaman and Shalmali Kholgade’s latest single ‘Follow’ has been released on 12 July 2024. This musical collaboration stands out as a perfect blend of Tamil and Marathi cultures and languages and highlights the rich diversity and unity of India’s musical heritage.
“Follow” takes listeners on a journey where two very different cultural traditions meet. The song’s heart is captured in the melody, “Where you go, I follow,” which expresses unbreakable devotion and passionate efforts. This sentence resonates strongly with listeners who find meaning in various contexts.
“Meeting Bhumika and Pixl was serendipitous; our mutual love for Afrobeat sparked an instant connection. When she shared, ‘Where you go, I follow,’ I knew we had something special. We envisioned blending Tamil and Marathi, making music the song’s essence without saying it outright. It’s become a prayer for me, deeply spiritual,” said Shalmali.
“‘Follow’ is a remarkable fusion of Tamil and Marathi cultures and languages. With its chorus, ‘Where you go, I follow,’ the song invites varied interpretations, resonating with our shared love for music. Created in upper Himachal Pradesh, the track merges Afro, Amapiano, and Kutthu Paatu influences, capturing a beautiful blend of ideologies and musical genres,” said Bhumika.
The combination of Marathi and Tamil ideas in ‘Follow’ results in a unique soundscape that is both familiar and refreshingly new. The song not only celebrates the artists’ cultural roots but also aims to unite people through the universal language of music.
‘Follow’ is now available on all major streaming platforms.
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.
