iWorld
‘Two people who are opposite come together in this beautiful story”: Rajeev Siddhartha
Mumbai: – Amazon miniTV – Amazon’s free video streaming service recently premiered its rom-com series, Badi Heroine Banti Hai which blends romance, drama, thrill, and mystery. The series follows the journey of Kajal whose life takes a turn when she moves from her small hometown to pursue her dreams. Entangled in a murder mystery, her love life takes a captivating turn within the glamorous world of the fashion industry.
Shedding light on the different shades of his character, Rajeev Siddhartha, who has portrayed the role of ‘Advait Singhania- the heartthrob CEO’ shared, “I’m portraying a character who owns a fashion house who has one brother, and his father recently passed away. He has had a sort of disciplined upbringing and did not receive much love while growing up which has made him the man he is today. He is very guarded and closed to any kind of emotion and affection from anyone. For him, it is just his work and business. The only time you see him emotionally invested is when it comes to his younger brother, he is very fond of him and has a soft spot for him. He is a strict businessman with unwavering dedication to his goals. In his office, a minor mistake could lead to immediate firing and everyone harbors a certain fear of him. He is very much cut and dry that way.”
Adding to this, he further stated how his love interest, Kajal changes the dynamics and helps transform his character. He expressed, “Eventually thanks to Kajal’s character, we can see a change in Advait’s character arc. Two people who are opposite come together in this beautiful story.”
Created by Gul Khan, Badi Heroine Banti Hai features Prerna Lisa, Rajeev Siddhartha, Nehal Chudasama, and Utkarsh Kohli in pivotal roles. The series is streaming exclusively on Amazon miniTV for free, available on Amazon’s shopping app, on Fire TV, and Play Store.
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.
