iWorld
ShemarooMe is all set to take viewers on a laughter spree with ‘Kamthaan’
Mumbai: Crime and comedy are two distinct genres, each offering unique entertainment experiences for audiences. When these worlds collide in a spectacular fusion, it creates an explosion of entertainment. ShemarooMe is set to bring this fusion to your screens with the World Digital Premiere of the Gujarati crime comedy film ‘Kamthaan.’ Starring Hitu Kanodia, Darshan Jariwala, Sanjay Goradia, Arvind Vaidya, Deep Vaidya, and Krunal Pandit in pivotal roles, ‘Kamthaan’ promises to deliver a riotous blend of humor, suspense, and chaos. The film will be released on ShemarooMe on 18 July 2024.
‘Kamthaan’ is adapted from the best-selling novel by Ashwini Bhatt. The film explores the comedic dynamics of a thief and a cop caught in an unpredictable game of cat and mouse. It revolves around a thief who robs the house of a newly promoted police officer, leading to a wild chase filled with hilarity and chaos. Will the thief outsmart the police, or will the law finally catch up with him? The engaging storyline and humorous twists promise to deliver an unforgettable entertainment experience.
Produced by Abhishek Shah, the maker of the National Award-winning film ‘Hellaro,’ ‘Kamthaan’ was nominated for the UK Asian Film Festival 2024. The movie is a full-family entertainer and a mood-lifter with out-and-out comedy that guarantees giggles, backed by the actors’ impeccable comic timing.
Actor Hitu Kanodia, who plays the cop in the film, said, “They say, ‘Laughter is the best medicine, and it truly is!’ In today’s fast-paced world, everyone needs a good laugh, and our film delivers just that—a perfect blend of comedy and chaos that’s sure to lift your spirits. The film’s concept of ‘Police Ke Ghar Chori’ adds a hilarious twist to crime-solving. With ShemarooMe bringing our antics to a larger audience, we’re thrilled to spread laughter and suspense far and wide.”
Actor Sanjay Goradia, who plays the thief in the film, added, “Playing Raghabhai in ‘Kamthaan’ has been an absolute joyride! He is a small-time thief with big aspirations. Our film’s twisty plot about this thief’s antics and the police on his tail is pure entertainment. Our director’s vision has brought out the best in all of us. I am delighted that with the world digital premiere of ‘Kamthaan,’ everyone can enjoy and experience the joy and laughter we’ve worked so hard to deliver.”
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.
