iWorld
Spotify plays a new tune with product marketing promotion
MUMBAI: After orchestrating marketing symphonies at Spotify India for nearly four years, Pulkit Mathur has scored a promotion to head of product and growth marketing at the streaming behemoth. The appointment, which took effect in February 2025, elevates Mathur from his previous role as marketing manager, where he had been spinning strategies since August 2021.
Before joining the Swedish streaming service, Mathur spent over five years at Tata Sky Ltd, where he climbed the ranks from area sales manager to senior brand manager. His tenure at the satellite television provider saw him conducting successful campaigns that struck a chord with regional audiences.
The marketing virtuoso also collaborated with Ogilvy to redefine Tata Sky’s brand purpose and worked with research teams to establish creative testing methods, including the use of neuroscience.
Mathur’s earlier career movements included stints at Hero MotoCorp Ltd, where he served as assistant manager and graduate engineering trainee, as well as brief interludes at Unilever as a management intern and at the ColorssFoundation for community development work
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.
