Applications
Colors launches online game for ‘Jhalak Dikhhla Jaa’
Mumbai: Colors has launched an online game allowing viewers to be a part of its dancing reality show, ‘Jhalak Dikhhla Jaa‘.
Designed by BBC Worldwide Productions India, the game will allow the user to choose a professional dancer and also empowers them to create a customised dance routine with the option of adapting the Indian choreographer Salman Yusuf Khan as an avatar.
The dance moves showcased on the game have been designed and choreographed by Kym Johnson. As the player progress in the game, with each level, newer dance moves, costumes, music and more are unlocked to amplify the overall experience of dance and ‘Jhalak Dikhhla Jaa‘.
The game also presents a tutorial highlighting different dance forms like Samba, Jive, Tango and more. The 3D graphics and imagery of the ‘Jhalak Dikhhla Jaa‘ game bring to life the thrilling yet “glamorous”, “sassy” and “dramatic” aspects from the show.
Colors digital head Vivek Srivastav said, “With the Jhalak Dikhhla Jaa game, we aim to connect with our strong online fan base which elevates the show to a higher mass platform. The more virtual formats we explore, the more it enables us to tap newer audiences across the world. We have been successful in extending the Jhalak Dikhhla Jaa and Colors brands into newer mediums with not only the mobile application, but also with this new interactive game which gives fans and social gamers a platform to live like a celebrity and have a true Jhalak experience.”
BBC Worldwide Productions India general manager and creative head Myleeta Aga said, “We are very excited to explore newer avenues in the digital media space and bringing the television experience of Jhalak Dikhhla Jaa to the virtual world. The game, with its signature Jhalak Dikhhla Jaa touch allows fans, viewers and users to feel the adrenalin that comes with being a part of this larger than life show. The response to the episodes being aired on COLORS and the mobile application has been incredible and we believe that with the launch of this game, the overall experience will create an addiction among the Jhalak Dikhhla Jaa fans and dance lovers.”
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
