iWorld
Trell launches #AzaadHoAzaadRaho campaign ahead of 75th Independence Day
Mumbai: Homegrown social commerce platform Trell has announced its new initiative #AzaadHoAzaadRaho to celebrate the 75th Independence Day.
The company has roped in Rock and HipHop Indian artivists EPR Iyer & GJ Storm for a special anthem with empowering lyrics that scream out #AzaadHoAzaadRaho, loud and proud.
“While we have been an independent country for 75 years, there are quite a few things that entrap us and curb our freedom – be it judgment, opinions, or even trolls. With this campaign, the company wants to instill the message for its audience to be free, be azaad of anything and everything that holds them back,” said the statement.
Across the platform, Trellers are empowering audiences to express freely & recreate their own versions of the anthem.
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.
