iWorld
Simran Singh advances to director of sales – ecommerce & retail at Spotify
MUMBAI: Simran Singh, a seasoned sales professional with extensive experience in digital marketing and branded content, has announced her new role as director of sales – ecommerce & retail at Spotify. She was earlier director of sales at the audio streaming service.
Previously, Singh served as the regional head of ad sales at Sony Pictures Networks India, where she significantly contributed to revenue generation and business development over a span of two years and eight months. She also held the position of vertical lead for global business solutions at TikTok India, managing key strategies that drove growth in a competitive market.
With a master’s degree in marketing management from the Army Institute of Management, Singh’s career has been marked by her expertise in developing innovative media formats and achieving revenue targets. She has a proven track record of establishing new business ventures, including her leadership role at Optimal Media Solutions and her tenure at Viacom18 Media, where she oversaw revenue generation in south and east India.
In her new role at Spotify, Singh aims to leverage her experience to enhance the company’s ecommerce and retail strategies. Her appointment signifies Spotify’s commitment to strengthening its market presence in India and expanding its digital sales capabilities.
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.
