iWorld
Viacom18 Studios partners with HeyHey! to launch NFTs
Mumbai: Motion picture studio Viacom18 Studios has collaborated with HeyHey!, an online platform powering experiential engagement between celebs, influencers, creators and brands globally via new-age tech – to venture into the Web3 space. In line with this, the film studio has launched its first-ever NFT project called the “Shabaash Mithu.” This is an NFT collection. HeyHey! is its technology partner.
“Shabaash Mithu” stars Taapsee Pannu in the lead role. It is directed by Srijit Mukherji and produced by Viacom18 Studios. The film is based on the life of the former Indian cricket team captain, Mithali Raj, who is considered one of the greatest female cricketers in the Indian squad. The film chronicles the ups and downs and moments of glory in her life. Intending to provide fans and audiences with a holistic experience of this film that transcends beyond the movie screens, Viacom18 Studios is foraying into the Web3 world. For this, the media company has partnered with HeyHey! to launch its “Shabaash Mithu” collection of NFTs and, in turn, build a thriving Web3 community of movie fans.
NFT holders including audiences and enthusiasts will be allowed to claim their free NFTs that will allow them to be a part of the “Shabaash Mithu” NFT film club and enjoy several benefits alongside the updates they will be receiving on the same. The other set of NFTs that consumers can purchase will give buyers exclusive access to unlock offline experiences.
While talking about the partnership with HeyHey! and the NFT collection launch, Viacom18 Studios COO Ajit Andhare said, “Good storytelling makes for an immersive experience, and we are taking it one step further by layering digitally forward engagement avenues. Our partnership with HeyHey! to launch an NFT collection for “Shabaash Mithu” is a unique collaboration that will appeal to cricket enthusiasts and the digitally savvy audiences.”
HeyHey! Founder and CEO Caleb Franklin mentioned, “NFT is the future of experiencing experiential engagement in the virtual world and has opened an infinite number of opportunities in building brand value. We are delighted to collaborate with Viacom18 Studios, and we believe that we will empower the fan base by providing a personalised and premium experience with our new-age Web 3.0 technology. Our technology experts have dedicated themselves to making the launch a success, and we believe that it will bring triumph for both HeyHey! and Viacom18 Studios in building a unison community.”
Previously, HeyHey! had partnered with actress Sunny Leone for her “I Dream Of Sunny” NFT collection and The Olive Group of Restaurants’ “Oliverse” to mint NFTs for them. Besides that, the platform said that it is on the verge of signing artists, production houses and brands to empower them to create their fanverses – thereby building a strong track record for itself in the dramatically growing Web3 space.
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.
