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Category: iWorld

  • Flipkart’s Big Billion Days 2025 turns TV shows into shopping spectacles

    Flipkart’s Big Billion Days 2025 turns TV shows into shopping spectacles

    MUMBAI: Who said sales are just about slashed prices and speedy deliveries? Flipkart’s The Big Billion Days 2025 rewrote the rules, turning the country’s biggest online shopping event into a nationwide celebration of culture, comedy, fashion, and flair.

    This year, India’s homegrown e-commerce giant went far beyond banners and bargains. Teaming up with WPP Media, Flipkart turned the spotlight on an “integration-first” strategy, embedding itself into the storylines of some of India’s most-watched shows,  transforming everyday entertainment into moments of branded magic.

    On Bigg Boss 19, Flipkart dialled up the drama with its in-house “fashion icon” contest. Contestants took on daring style challenges while fans voted in real time, effectively turning the Bigg Boss house into a high-stakes fashion runway. With Salman Khan’s signature flair and a whole lot of attitude, Flipkart cemented its connection with India’s youth and trendsetters.

    Over in Taarak Mehta Ka Ooltah Chashmah, Flipkart became part of the fabric of Gokuldham society. For three days, characters explored The Big Billion Days as part of their daily lives. From Jethalal testing out denim fits to the Mahila Mandali dissecting discounts, the storyline blended comedy, tradition and relatable shopping chatter to position Flipkart as a true enabler of lifestyle, not just logistics.

    In the South, Flipkart struck an emotional chord on Indian Idol Telugu. Through a two-episode integration centred on the theme “Kuch bhi ho sakta hai,” contestants shared surprise wishlists and received unexpected product reveals, transforming a singing competition into a stage for dreams and discovery.

    Flipkart vice president of growth and marketing Pratik Shetty said, “The Big Billion Days is more than a sale, it’s a tradition that millions of Indians eagerly await. This year, with WPP Media, we brought that emotion alive in the shows people love most.”

    WPP Media South Asia president-client solutions Navin Khemka added, “Culture is the new currency of commerce. By weaving the brand into beloved narratives, we transformed a sale into a shared cultural moment.”

     

  • Revenant XSpark levels up esports as Kaashvi Hiranandani joins creator squad

    Revenant XSpark levels up esports as Kaashvi Hiranandani joins creator squad

    MUMBAI: Level up! India’s esports universe just got a fresh spark as Kaashvi Hiranandani joins Revenant XSpark’s creator roster, bringing her signature energy, authenticity, and creativity to the gaming arena. Known for seamlessly blending competitive gaming, lifestyle content, and relatable vlogging, Kaashvi has become a defining voice in India’s fast-growing digital entertainment landscape.

    Kaashvi, already a celebrated figure in the esports community, will be sharing the spotlight with popular creators like Scout, Sensei, and Vanshaj, amplifying Revenant XSpark’s mission to strengthen India’s creator-driven gaming ecosystem. With her dynamic presence and authentic storytelling, she is expected to engage millions of aspiring gamers while reshaping perceptions of women in competitive esports.

    Revenant Esports founder Rohit N Jagasi said, “We are thrilled to have Kaashvi on board. Her influence, authenticity, and professionalism make her the perfect addition to our team. Her presence is a milestone in our commitment to diversity and will help define the future of esports in India.”

    Kaashvi echoed the excitement, adding, “Joining Revenant XSpark is a dream. They’ve consistently pushed boundaries in the Indian esports ecosystem, and I’m thrilled to represent the women shaping the next era of gaming in the country.”

    Her accolades speak volumes: Kaashvi recently won Gaming Personality of the Year (Female) at the India Gaming Awards – Season 4 and has been named fan favourite Lifestyle Gaming Personality at the GEM Awards 2025. She also claimed Streamer of the Year (Female) at the India Gaming Awards, solidifying her role as a cultural force in the country’s creator economy.

    Kaashvi’s content resonates with a diverse audience spanning Gen Z and millennials, connecting them through entertainment, inspiration, and engagement. From livestreams packed with competitiveness and creativity to lifestyle and vlogging content, she has cultivated a trusted and admired presence across major social platforms, becoming a key driver of conversations around gaming and youth culture in India.

    Revenant XSpark’s latest move not only strengthens its creator ecosystem but also highlights the growing influence of women in esports. With Kaashvi Hiranandani on board, the brand is poised to deliver new levels of excitement, engagement, and innovation, keeping India’s esports community firmly in the spotlight.

    This collaboration underlines a larger trend: as esports and digital content continue to converge, creators like Kaashvi are not just participants, they are shaping the future of India’s gaming culture, inspiring new talent, and driving the industry toward uncharted heights.

     

  • Women’s World Cup hits record viewership highs

    Women’s World Cup hits record viewership highs

    MUMBAI: Cricket fever has turned into a full-blown phenomenon as the ICC Women’s Cricket World Cup India 2025 smashes viewership records faster than a boundary off a power hitter’s bat.

    Over 60 million viewers have already tuned in to the first 13 matches across Jiohotstar and Star Sports Network, a staggering five times more than the previous edition. Watch-time has also soared 12-fold to a jaw-dropping 7 billion minutes, proving that women’s cricket isn’t just winning hearts, it’s ruling screens.

    The India vs Pakistan showdown on 5 October bowled the world over, becoming the most-watched women’s international cricket match in history with a reach of 28.4 million and 1.87 billion minutes watched. The India vs Australia clash wasn’t far behind, hitting a record 4.8 million peak concurrent viewers on Jiohotstar, the highest ever for women’s cricket.

    Television audiences have been equally captivated. The India–Pakistan league game has become the highest-rated in Women’s ODI World Cup history, while the first 11 matches together reached 72 million viewers, marking a 166 per cent leap from the last tournament. Viewing minutes jumped 327 per cent to 6.3 billion, underscoring the growing passion for the women’s game.

    “The incredible viewership for the ICC Women’s Cricket World Cup India 2025 is a true testament to the growing interest in women’s sports in India,” said Jiostar head of viewership and monetisation initiatives – sports Siddharth Sharma. “Fans are embracing women’s sports like never before, and at Jiostar, we’re proud to be the platform powering this movement.”

    Much of the success stems from a unified marketing push by the ICC and Jiostar, supported by the BCCI. The ICC’s global ‘Will to Win’ campaign and Jiostar’s emotionally charged ‘Jersey wahi toh jazbaa wahi’ have together sparked a national conversation and brought fans closer to the women in blue.

    The matches are being broadcast in five languages: English, Hindi, Tamil, Telugu, and Kannada, across Jiohotstar and Star Sports channels, with an Indian sign language feed introduced for the first time to make the game more inclusive.

     

  • Bite-sized dramas are about to swallow the streaming world whole

    Bite-sized dramas are about to swallow the streaming world whole

    CANNES: Forget your boxsets. Forget your hour-long dramas. Audiences are ditching long-form television for something far more intoxicating: episodes that fit in your pocket and demand your full attention in under ten minutes.

    Microdramas—those addictive mini-narratives designed for mobile consumption—are redefining entertainment. And the numbers are staggering. According to Omdia, the consultancy that presented its findings at Mipcom, Cannes, this genre will nearly double the revenue of Fast channels, which are projected to pull in just $5.8bn next year.

    “Viewers are willing to pay for content that captures them emotionally in seconds,” said María Rua Aguete, head of media and entertainment at Omdia. “Microdramas demonstrate that attention spans may be shorter, but engagement is deeper and more valuable.”

    The monetisation model is brutally simple: hook viewers with free episodes, then charge them through subscription or pay-per-episode channels. This approach accounts for more than 60 per cent of total revenue. The payoff is formidable. Average revenue per user can reach $20 per week—or up to $80 per month—making microdramas extraordinarily profitable.

    China dominates the space, generating 83 per cent of global revenue, fuelled by a colossal audience and a mobile-first culture. Beyond China, the US claims half of international revenue, with Japan, South Korea, the UK and Thailand emerging as hungry new markets.

    “Microdramas are redefining what it means to tell premium stories in the digital age,” Aguete said. “They combine the immediacy of social media with the emotional depth of dramatic television. They are short, addictive, and irresistible.”

    This isn’t a fad. As consumer habits shift inexorably towards mobile and short-form content, microdramas are poised to become the centrepiece of digital entertainment—a seismic fusion of social video and traditional storytelling that will reshape how the world consumes drama. The wave is here. And it’s only just begun to crest.

  • Zee bets Rs 15 crore on startup incubation play

    Zee bets Rs 15 crore on startup incubation play

    MUMBAI: Zee Entertainment is doubling down on diversification. Fresh from reporting a 63 per cent collapse in quarterly profit, the company has approved a Rs 15 crore injection into Ideabaaz Tech Pvt Ltd, a fledgling startup incubator incorporated a mere ten weeks ago. The move grants Zee a 20 per cent stake in the venture—a modest bet, perhaps, but a revealing one.

    Ideabaaz operates across three verticals: show, platform, and exhibition. The pitch is seductive: empower entrepreneurs across India with a particular focus on tier two and tier three cities where capital and mentorship remain scarce. It’s the sort of feel-good mission that plays well in investor presentations and corporate social responsibility statements.

    The investment carries no related-party baggage and requires no regulatory approvals. 

    Ideabaaz may prove visionary. Tier two and tier three cities represent genuine opportunity, and media-plus-entrepreneurship could be a compelling cocktail.

  • Sharmila Bhowmick brews Mocha Ink for mindful stories

    Sharmila Bhowmick brews Mocha Ink for mindful stories

    MUMBAI: Stirring the pot in media and mindfulness, veteran journalist Sharmila Bhowmick has launched Mocha Ink, a storytelling ecosystem designed to blend creativity, journalism, and conscious living.

    The platform comprises three interconnected verticals. Mocha Ink Mag is a digital magazine that pairs intellect with aesthetics, covering business, culture, beauty, lifestyle, and the inner life of modern India. With a tone like a relaxed café conversation, it encourages readers to slow down, reflect, and consider what they consume and why.

    Complementing the magazine is Mocha Talks, a podcast for conscious conversations. Hosted by Bhowmick, the show invites thought leaders, creators, and entrepreneurs to share insights that linger long after the coffee is gone. “We’re bringing back the art of the conversation, the kind that changes you,” she says.

    Rounding out the ecosystem is Mocha Ink Lab, a strategy studio where editorial intelligence meets brand storytelling. The Lab helps companies, founders, and institutions craft narratives that build trust, visibility, and cultural impact, demonstrating that the story itself is the strategy.

    Founded by Bhowmick, an award-winning journalist with more than 25 years of newsroom leadership across The Times of India, CNBC TV18, Business Today, Outlook, and Republic, Mocha Ink exists at the crossroads of content, consciousness, and culture. It aims to help both people and brands find their voice and vision in a rapidly changing world.

    With Mocha Ink, Sharmila Bhowmick is not just telling stories, she’s creating a space where stories spark reflection, connection, and transformation.

  • Nazara’s Fusebox Games brings ‘The Traitors’ to life on mobile in 2026

    Nazara’s Fusebox Games brings ‘The Traitors’ to life on mobile in 2026

    MUMBAI: Trust no one, not even your phone. Nazara Technologies’ UK-based studio, Fusebox Games, is set to bring the tension and trickery of The Traitors to mobile screens with an interactive game inspired by the global reality sensation. Launching in 2026 on ios and Android, The Traitors: Interactive Game will let players plot, deceive, and survive their way through a story filled with twists and betrayals.

    Fusebox Games, the studio behind the popular Love Island: The Game and Big Brother: The Game, has acquired worldwide interactive rights to IDTV’s hit format The Traitors through a deal with All3media International. The partnership combines Fusebox’s storytelling expertise with the format’s irresistible mix of suspense and strategy.

    The new title is part of The Traitors’ growing global empire, which now spans 30 territories across six continents. Recent highlights include The Traitors India on Prime Video, which opened to strong ratings and quickly secured a second season. Other new versions are in production across Brazil, Mexico, Mongolia and Ukraine, while the BBC prepares to debut The Celebrity Traitors, featuring Stephen Fry, Alan Carr, Tom Daley and Charlotte Church.

    All3media International VP of licensing Jason Easy, said, “Fusebox Games has repeatedly shown how to translate blockbuster television into genre-leading mobile gameplay. Their vision for The Traitors will allow fans around the world to experience the addictive tension of treachery and betrayal whenever they choose.”

    Fusebox Games CEO Terry Lee added, “We’re thrilled to bring The Traitors to mobile players everywhere. It’s a format full of drama, strategy and unforgettable moments, making it a perfect fit for interactive fiction. Our team is already working to capture all the suspense and emotion fans love.”

    Nazara Technologies joint MD and CEO Nitish Mittersain said, “Fusebox’s mastery of narrative design, combined with the global pull of The Traitors, gives us an exciting opportunity to expand Nazara’s presence in premium interactive storytelling.”

    With the Traitors: Interactive Game, players will finally get to experience the thrill of deceit, loyalty and survival for themselves. The only rule? Trust no one.

     

  • Revenant Xspark levels up to worlds glory

    Revenant Xspark levels up to worlds glory

    MUMBAI: Talk about a supercharged respawn! Revenant Xspark has blasted its way into the Brawl Stars World Championship 2025, marking another milestone moment for Indian esports.

    After a power-packed performance at the Last Chance Qualifier (LCQ) held in São Paulo, Brazil, from October 10–12, the team secured one of only four golden tickets to the world finals. Led by India’s Ashmit “Sergeant Clash” Raj Singh, along with Singapore’s Jayden “x9Jay” Wong and Jerome “Response” Kuek, a former world champion, Revenant Xspark proved that strategy, synergy and sheer skill can bridge borders.

    This triumph makes it just the second time an Indian team has qualified for the global Brawl Stars stage, further cementing India’s growing might in competitive gaming. In their debut season back in 2023, Revenant Xspark had already made waves with a Top-8 finish at the World Championship, and this year, they’ve truly powered up.

    “Our victory at the LCQ in São Paulo is not just for Revenant Xspark, but for Indian esports as a whole,” said Revenant Esports founder Rohit N Jagasia. “The players showed world-class skill, discipline and resilience. Representing India at Worlds will be a huge honour.”

    For team captain Ashmit Raj Singh, the journey was anything but easy. “We had a tough bracket with some of the best in the world, including two-time world champions Crazy Raccoon, yet we were called dark horses,” he said. “We put in the most effort into both draft and gameplay. Now, we want to show the world that our region can’t be underestimated anymore.”

    From clinching their first LPL Monthly Finals title in March to dominating the Subregional Grand Finals and now finishing Top-4 at the LCQ, Revenant Xspark’s 2025 has been nothing short of a highlight reel.

    With this achievement, Revenant Esports, founded in 2021 and home to over 45 athletes across eight rosters, continues to prove that India’s esports scene is no longer playing catch-up. It’s in it to win it.

     

     

  • Creators boost Mipcom 2025 as television’s old guard opens the door

    Creators boost Mipcom 2025 as television’s old guard opens the door

    CANNES: The suits and the streamers are finally doing business. Mipcom 2024 pulled in 10,600 delegates—a modest uptick from last year’s 10,500—but the real story wasn’t in the numbers. It was in who showed up and what they were selling.

    Buyers rose to 3,340, up 100 from 2023, with Britain leading the pack, followed by the US , France, Germany, Turkey, Canada, Spain, Italy, Japan and South Korea. Yet the buzz on the Cannes market floor centred on a new breed of attendee: the creator economy, which Lucy Smith, RX France’s Mipcom and Mip London boss, called “the biggest shift in a generation for Mipcom.”

    YouTube planted its flag with a prominent presence, including a packed keynote featuring Pedro Pina, the platform’s EMEA chief, media cartographer Evan Shapiro and BBC Studios’ Jasmine Dawson. The session offered what Smith described as the “definitive playbook on partnerships,” demonstrating how traditional media can tap new audiences and build fandoms through collaboration.

    The convergence went beyond talk. Deals between legacy players and digital creators flowed throughout the week. “It feels like a tipping point for the industry,” Smith told reporters at a wrap press conference. “The relationship between the creator and mainstream economies isn’t binary. The opportunities come from collaboration, not from working in isolation.”

    Mipcom’s pitch to creators was simple: meet everyone worth meeting in one place, at one time, and figure out who can help build new business models. The market staged its first brand-funded content summit, BrandStorytelling, bringing agencies and brands face-to-face with the global production and distribution world. Early feedback suggests it’s here to stay.

    Traditional sales and distribution—”the engine of MIPCOM,” as Smith put it—roared back to life. Every major American studio turned up. Three big international advance screenings drew talent from around the world. Rights deals showed fresh flexibility, with windowing making a comeback, albeit in more complex forms than before.

    The market floor hosted 350 exhibitors, including 88 newcomers such as YouTube. Yet not everything pointed upward: MIPJunior attendance slipped to 940 from 1,000, reflecting ongoing headwinds in children’s programming.

    Smith struck a bullish note. “From change comes opportunity. The industry is resilient, it regenerates. The fact that this definitive global market has been held here every year for the past four decades is testament to that.”

    Next year’s edition runs from 12 to 15  October. The creators will be back. So will everyone else.

  • Grandma rocks the screen in Jai Mata Ji digital premiere

    Grandma rocks the screen in Jai Mata Ji digital premiere

    MUMBAI: This Diwali, grandma takes centre stage! Jai Mata Ji – Let’s Rock, the heartwarming and hilarious Gujarati family entertainer, is making its world digital premiere on ShemarooMe on 16 October 2025. Starring Malhar Thakar alongside veterans Tiku Talsania, Vandana Pathak, and Neela Mulherkar, the film blends comedy, heart, and a pinch of drama to explore life, choices, and mischief at any age.

    The story follows an 80-year-old grandmother whose life flips upside down thanks to a government scheme. Suddenly, she faces life-altering decisions: taking a stand against her self-absorbed children, rekindling a lost romance, or embracing a flamboyant, modern lifestyle. The result is chaos, laughter, and moments that tug at the heartstrings.

    Speaking about the film, Malhar Thakar said, “Manish Saini turned a serious topic into comedy while keeping it sensitive. Shooting with such a talented cast was a joy, and this film makes you laugh and feel emotional all at once. It’s a step forward for Gujarati cinema.”

    Tiku Talsania added, “The film satirically shows how respect for parents is often tied to money, a painful truth. This digital premiere on ShemarooMe allows this message to reach more families while entertaining them.”

    Directed with wit and warmth, Jai Mata Ji – Let’s Rock celebrates resilience, second chances, and living unapologetically, proving that life at 80 can be just as unpredictable, joyful, and adventurous as ever. This festive season, skip the reruns and let grandma lead the charge on screen.