iWorld
Vodafone prompts customers to live their dreams with #LiveMoreChallenge
MUMBAI: Vodafone Idea Ltd., India’s leading telecommunications service provider, today announced the launch of #LiveMoreChallenge as a part of their ongoing #LiveMore campaign with India’s Data Strong Network with the affable young-at-heart couple- Asha and Bala.
Everyone has those friends and family members who have been maintaining a bucket list of things they want to try but never really got the time or inspiration to attempt them. Be it a solo trip to the hills, or a dive from the sky, or a hobby that has been long forgotten. It’s time to encourage them to go after their dreams with Vodafone’s #LiveMoreChallenge.
The #LiveMoreChallenge urges people to step out and explore their passions and interests. It draws inspiration from the famous dialogue ‘Jaa jee le apni zindagi' and cues in the fact that Vodafone’s fastest ever 4G enables customers to live and accomplish more.
It is a simple challenge where the participants will be sharing video of their #LiveMore moments, tagging brand Vodafone on- Facebook, twitter, Instagram and Tiktok and use #LiveMoreChallenge hashtag to dare friends to share their moments. The participants with best entries will stand a chance to win iPhones and Flipkart vouchers.
The new campaign celebrates the spirit of living life to the fullest and encourages everyone to live their dreams using fast 4G mobile data as an efficient tool. Featuring veteran Bharatanatyam dancers and Padma Bhushan awardees, C P Shanta and V P Dhananjayan, the campaign has four ads, conceptualised by Vodafone Idea’s creative agency, Ogilvy & Mather India. One of the ads also feature famous Indian pop and playback singer, Usha Uthup, enjoying a hearty meal at Asha’s Kitchen.
Vodafone’s #LiveMore campaign resonates strongly with audiences across the country and tells how simple technology can change people’s lives. The campaign communicates the possibilities that technology brings to make everyone’s lives so much more enjoyable.
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.
