iWorld
Skype partners YRF & ErosNow to develop custom Bollywood Mojis
MUMBAI: Skype has partnered with Indian filmed entertainment companies namely Yash Raj Films and Eros International’s over the top (OTT) platform ErosNow to develop custom Bollywood specific mojis for its users.
Mojis are short clips from movies and TV shows that Skype users can put directly into a Skype chat.
In addition to the existing worldwide Mojis content, now users can react to Skype messages with clips from Bollywood movies like Dilwale Dulhania Le Jayenge, Ra.One, Dhoom 2, Dhoom 3, Tanu Weds Manu Returns and Devdas; and actors such as Shah Rukh Khan, Amitabh Bachchan, Aishwarya RaiBachchan, Anushka Sharma and Ranveer Singh.
Yash Raj Films vice president digital Anand Gurani said, “Sometimes when words aren’t enough, a popular film dialogue often fills in. YRF has a rich library of films and content that caters to a wide audience base. The introduction of Skype Mojis is an extremely innovative addition to instant messaging that should get instant traction!”
Eros Digital CEO Rishika Lulla added, “We are delighted to join hands with Skype and tap their massive consumer base in this ever evolving digital landscape. With Eros’ vast film content library, we are equipped to provide the best in entertainment for Skype users on their smart phones, tablets, laptops or any internet-enabled devices.”
Skype has also created new emoticons highlighting some of the food, gestures and daily expressions honouring the Indian culture Bollywood stems from.
“We’re hugely excited about our partnership with Yash Raj Films and Eros International studios to bring more exciting content to our users. Our goal is to provide the best possible messaging experience on Skype, and tapping into India’s extremely active and vibrant film culture is a perfect way to do that,” added Skype corporate vice president Gurdeep Pall.
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.
