Watch the drama, BUY the heroine's outfit! Microdramas cross 1 BILLION daily episode views as shopping enters the storyline

India's microdrama revolution is entering an exciting new phase. After capturing audiences with bite-sized stories, dramatic twists and addictive cliffhangers, the rapidly growing entertainment format is now venturing into online shopping! ShareChat and Moj have introduced a new feature called 'Shop the Scene', which allows viewers to purchase products featured in their favourite microdramas while watching them.

The development comes at a time when microdramas are generating a staggering 1 billion episode views every day across the ShareChat network, according to figures shared by the company. The numbers underline the phenomenal popularity of vertical storytelling, which has emerged as one of the fastest-growing segments of India's digital entertainment industry. However, the company-reported viewership figure has not been independently verified.

The most fascinating aspect of the new initiative is its potential to transform entertainment into a shopping experience. Imagine watching a romantic microdrama and instantly purchasing the outfit worn by the heroine. Or watching a family drama and ordering a product featured in a particular scene. With 'Shop the Scene', this concept is becoming a reality. The feature is currently being enabled through partnerships with two major e-commerce platforms, although their identities have not been revealed. But that's not all. ShareChat and Moj are also experimenting with advertisements featuring actors from the microdramas themselves. These advertisements are strategically placed between episodes, particularly at moments when a story reaches a dramatic cliffhanger. The idea is to make brand promotions feel like a natural extension of the entertainment rather than a conventional commercial break. According to ShareChat, such campaigns have recorded three times higher engagement and 1.5 times higher click-through rates, although the company has not disclosed the benchmarks against which these improvements were measured. Apart from 'Shop the Scene', the platforms have introduced other advertising innovations, including Regional AR Lens, Pincode Webcard and Superlikes, aimed at helping brands engage with audiences across different regions and markets.

The timing of these launches is significant. According to Kantar's State of Microdrama in India research, nearly 55% of surveyed microdrama viewers increase their consumption during the festive season. This presents an attractive opportunity for advertisers looking to reach consumers during India's biggest shopping period. For the entertainment industry, the implications could be substantial. Actors could find additional endorsement opportunities, production houses could explore branded storytelling, and microdrama creators could potentially generate revenue beyond advertising and subscriptions. However, the success of this model will ultimately depend on whether viewers actually purchase products while watching their favourite stories. For now, the initiative represents an interesting experiment in combining storytelling, advertising and e-commerce.

One thing is certain: India's microdrama business is no longer just about getting audiences hooked on the next episode. The next big cliffhanger could make viewers click not just 'Watch Next', but also 'Buy Now'!

Also Read: Microdramas CRASH the OTT party! Short-drama apps occupy 6 of India’s Top 12 free entertainment apps; one BEATS Netflix and Prime Video

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Bigg Boss 20: Qazi Touqeer recalls being labelled “arrogant” after turning down Ekta Kapoor’s TV offer in 2005: “Main chhota tha, 20 saal ka…”

Bigg Boss 20 contestant Qazi Touqeer recently opened up about the opportunities he received in the early years of his career, including a television offer from producer Ekta Kapoor. During a conversation with Aamrapali Dubey, the singer recalled meeting Kapoor in 2005 and explained why he eventually turned down the opportunity.

Qazi, who shot to fame after winning Fame Gurukul with Ruprekha Banerjee in 2005, said, “TV maine kabhi kiya nahin. TV ki opportunity bahot badi badi thi. Main khushkismat tha jiske liye Ekta Kapoor ji aayi 2005 mein and she narrated the story.” Qazi Touqeer recalls Ekta Kapoor’s narration Qazi went on to recall his interaction with Ekta Kapoor, saying, “Main sirf unki anguthiyan (rings) dekh raha tha. Rockstar ka pura character Ekta ji mujhe narrate kar rahi hai.”

Rather than directly telling Kapoor that he did not want to take up the project, Qazi said he communicated his decision through a woman named Anupama. He explained that he already had a film commitment and a contract in place. “Ma’am, I am already doing a film. I have a contract, it’s already signed,” Qazi recalled telling her. Qazi says media reports portrayed him negatively The singer also remembered the media coverage that followed his decision. According to Qazi, reports the next morning suggested that he had deliberately turned down Kapoor’s offer because he had a bigger opportunity. “Main subah breakfast mein dekh raha hoon, ‘Qazi ditched Ekta Kapoor. Qazi has a bigger fish to fry.’ Ye paper aisa hi hai, media aisa hi hai,” he said.

Qazi pointed out that there was no social media at the time through which he could immediately clarify his side of the story. “Us time clarification karne ke liye thodi tha hamare paas social media. Ho gaya badnaam, ban gaya arrogant” he added. Qazi Touqeer’s journey from Fame Gurukul to Bigg Boss 20 Qazi became a household name after winning Fame Gurukul alongside Ruprekha Banerjee in 2005. The reality singing competition also earned him a cash prize, a music contract and a car.

He later explored acting, including an appearance in the song ‘Afghan Jalebi’ from Phantom, and participated in the reality show Sarkaar Ki Duniya. He subsequently spent years performing live and working on other projects before returning to the spotlight as a contestant on Salman Khan-hosted Bigg Boss 20 in 2026.

Also Read: Bigg Boss 20: Prince Narula REACTS to Nakul Dhull-Gullu clash, praises Kanika Mann for calmly handling the situation

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Vidya Balan to open Indian Film Festival of Perth as chief guest in January 2027

The inaugural Indian Film Festival of Perth (IFFP) will be held from January 22 to 24, 2027, with actor Vidya Balan announced as the Chief Guest. She will officially open the first edition of the festival, which aims to introduce audiences in Western Australia to the diversity of Indian cinema.

The festival marks a new addition to the celebration of Indian films in Australia. It is being organised by the team behind the Indian Film Festival of Melbourne (IFFM) and the Indian Film Festival of Sydney (IFFS). With established platforms in Melbourne and Sydney, the Perth edition aims to expand the reach of Indian cinema, provide opportunities for filmmakers and audiences to connect, and strengthen cultural ties between India and Western Australia.

The announcement of the festival coincided with the visit of Western Australia's Premier, Hon Roger Cook MLA, to India. The initiative reflects the growing cultural and creative links between the two regions and aims to encourage further cultural exchange through cinema.

Vidya Balan, known for her work across a range of roles and narratives, has been associated with films that explore distinctive stories and women-led characters. Her participation as Chief Guest at the inaugural festival will mark the beginning of the event, which seeks to bring audiences together through Indian cinema across languages, cultures and regions.

Speaking about the announcement, Mitu Bhowmick Lange AM, Festival Director, said, “Bringing the Indian Film Festival to Perth is a very special milestone for us. Having built platforms for Indian cinema in Melbourne and Sydney, we are delighted to now bring this celebration to Western Australia and connect with a new community of audiences and film lovers. Cinema has a remarkable ability to bring people together, transcend borders and create a deeper understanding of one another. We are thrilled to welcome Vidya Balan as the Chief Guest for our inaugural edition, and we look forward to creating a festival that celebrates the extraordinary diversity of Indian storytelling while building meaningful cultural connections between India and Western Australia.”

Through its first edition, the Indian Film Festival of Perth aims to establish a platform for Indian cinema in Western Australia and bring together film enthusiasts, filmmakers and members of the creative community. The programme will showcase stories from across Indian languages, genres and perspectives, while providing opportunities for discussions, collaborations and cultural exchange.

The festival's launch adds another platform for Indian cinema in Australia, with the organisers looking to build connections between audiences and the film industry while highlighting the range of stories emerging from India.

Also Read : Ekta Kapoor confirms The Dirty Picture 2: “I’m planning it after 15 years”

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BREAKING: Ramayana is Ranbir Kapoor's second film after Animal to be 3 hours+; gets PG-13 rating in USA

The grand Diwali release, Ramayana, is three weeks away from release, and the excitement is steadily building up with each passing day. It's going to have the biggest release for an Indian film ever globally and the makers have been steadily working towards it. In a significant development, the censor process in the United States of America has been completed.

The Motion Picture Association has passed Ramayana with a PG-13 rating. This rating is similar to U/A in India and means that some material maybe inappropriate for children below the age of 13.

As per the Motion Picture Association website, Ramayana was awarded the said rating due to 'sequences of strong violence and action, and some bloody images'.

The other major development is that Ramayana has been passed internationally with a runtime of more than 3 hours. As per the website of IMAX, the duration of the film is 3 hours and 15 minutes. However, as per trade sources, the English version of Ramayana is expected to be shorter, at around 2 hours and 45 minutes. A clearer picture on this front will emerge in a few days.

Ramayana is Ranbir Kapoor's immediate release after Animal (2023). Incidentally, it is also the second film of his career, after Animal, to have a duration of more than 3 hours.

Also Read: Ramayana: Anupam Kher lends his voice to Jatayu as makers unveil new poster titled ‘The Wings of Dharma’

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EXCLUSIVE: Rohit Shetty-backed Krithi Shetty-starrer titled Hum Tere Pyaar Mein; to be directed by his protégé Vidhi Ghodgaonkar

Rohit Shetty is gearing up for an eventful 2027. He'll kick off the year with the much-awaited Golmaal 5, while his other directorial venture, Maria IPS, starring John Abraham as former top cop Rakesh Maria, is also expected to arrive in cinemas. And that's not all. The blockbuster filmmaker is also presenting a film that marks South actress Krithi Shetty's debut as a leading lady in Bollywood. Bollywood Hungama has exclusively learned that the love story has gone on floors and has also got an interesting title.

A source told Bollywood Hungama, “The film is titled Hum Tere Pyaar Mein. The title is apt for the story and, moreover, it has an old-school touch and charm, which is sure to appeal to audiences across age groups.”

Hum Tere Pyaar Mein also marks the directorial debut of Vidhi Ghodgaonkar, who has spent 17 years working closely with Rohit Shetty as his protégé. She has worked as an assistant director on films like Golmaal 3 (2010), Singham (2011), Bol Bachchan (2012), Chennai Express (2013), Singham Returns (2014), Dilwale (2015), Golmaal Again (2017) and Simmba (2018), as well as the web series Indian Police Force (2024). She also served as an associate director on Cirkus (2022) and was part of the writing team of Sooryavanshi (2021), Cirkus, Indian Police Force and Singham Again (2024).

Hum Tere Pyaar Mein is produced by Abhishek S Vyas under the banner of AVS Studios in association with Tudip Entertainment.

Interestingly, Krithi Shetty is no stranger to Hindi cinema. She began her acting career with a small role in the Hrithik Roshan-starrer Super 30 (2019). However, her full-fledged debut as a leading actress came with the Telugu film Uppena (2021). She subsequently appeared in films like Shyam Singha Roy (2021), Bangarraju (2022), Custody (2023), Manamey (2024), ARM (2024), etc. Over the years, she has made a mark not just in Telugu cinema but also in Tamil and Malayalam films. With Hum Tere Pyaar Mein, she is now set to embark on a new chapter in Bollywood.

Also Read: Rohit Shetty supports Salman Khan after his Bigg Boss 20 call-out on trolls: “Only unconditional prem for him”

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Adivi Sesh writes to Assam government over reported resort development near Kaziranga National Park

Actor Adivi Sesh has written to the Assam government expressing concern over reports of resort development on land associated with Kaziranga National Park. In his letter, the actor urged the authorities to examine the potential environmental impact of the proposed development and prioritise wildlife conservation and the interests of local communities.

Kaziranga, a UNESCO World Heritage Site, is known for its biodiversity and population of the endangered greater one-horned rhinoceros. Concerns over construction and tourism infrastructure in ecologically sensitive areas have raised questions about how development can be balanced with the protection of wildlife habitats and natural corridors.

In his letter, Adivi called for greater transparency regarding the land involved and urged the government to assess the possible long-term consequences of the proposed development before making decisions that could affect the region’s ecosystem.

“Nature does not belong to us; we are only its temporary custodians,” he said, highlighting the importance of protecting Kaziranga’s wildlife and natural heritage. Adivi Sesh calls for responsible tourism Acknowledging the economic benefits of tourism, Adivi said development in ecologically sensitive regions should be guided by long-term environmental considerations.

“I understand that tourism can generate employment, create opportunities and contribute to the local economy. But development must be planned with a long-term vision, particularly when it concerns ecologically sensitive regions,” he said.

The actor also questioned whether commercial development was necessary in every area, pointing to the potential consequences for wildlife and the environment.

“Sustainable tourism should be about experiencing nature while preserving it, not about changing the very landscape that makes a place special in the first place,” he added.

Adivi also highlighted the importance of protecting wildlife corridors, warning that habitat loss and disruptions to natural ecosystems can be difficult to reverse. He referred to the greater one-horned rhinoceros as a symbol of Assam’s biodiversity and stressed the need to safeguard its habitat. Actor highlights concerns of local communities Beyond wildlife conservation, Adivi said decisions concerning development around Kaziranga should take into account the people who have lived in the region for generations.

“My concern extends beyond the rhinos and the wildlife that call Kaziranga home. There are local communities who have lived in and around this landscape for generations, whose lives, livelihoods and traditions are deeply connected to the land,” he said.

He added that these communities should have a voice in decisions affecting their surroundings, arguing that conservation efforts must consider both the environment and the people who depend on it. Adivi urges Assam government to review proposed development In his appeal, Adivi urged the Assam government to carefully review the implications of the reported resort development, make information about the land publicly available and commission independent environmental assessments wherever necessary.

“I hope that all relevant ecological, legal and community considerations are examined before any irreversible decisions are made. This is not about opposing development; it is about asking for development that is thoughtful, responsible and sustainable,” he said.

The actor concluded by stressing the importance of preserving Kaziranga for future generations, including its wildlife, forests and surrounding communities.

The letter adds to the broader debate over tourism infrastructure and conservation in ecologically sensitive regions. The details of the reported approval, including the precise location and environmental implications of the proposed resort, would need to be established through official records and assessments.

Also Read: Adivi Sesh joins Hyderabad Police initiative to raise awareness around women’s safety

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Drishyam The Conclusion show-sharing row: Panorama Studios’ Week 3 show demands put exhibitors in a fix as Nayyi Navelli, Prahaar, Jailer 2 gear up for release

The much-loved Drishyam The Conclusion continues to remain steady at the box office. The Ajay Devgn-starrer crossed the Rs. 300 crore mark on Sunday, October 11, and is now expected to cross the Rs. 375 crore mark at the very least, with an outside chance of entering the coveted Rs. 400 crore club. The film has remained strong even on weekdays. As a result, its distributors, Panorama Studios, have asked cinemas to ensure that the thriller gets sufficient shows in its third week.

A trade source told Bollywood Hungama, “The distributors have asked single-screen cinemas to allot at least 3 shows to Drishyam The Conclusion from October 16. In two-screen theatres, they have sought 5 shows, while in three-screen cinemas, they have asked for 6 shows, including 1 morning show. In four-screen multiplexes, their request is for 7 shows, including 1 morning show, and in five-screen multiplexes, they have asked for 8 shows, including 1 morning show. In six-screen cinemas, they have sought 10 shows, while for theatres with seven screens or more, their demand is for 15 shows.”

The source continued, “Their request has put exhibitors in a dilemma, as several films are lined up for release this week, including Nayyi Navelli, Prahaar, Street Fighter, Jailer 2, Ranabaali, etc. All these films have the potential to attract audiences, including the last two, which will also release in Hindi. As a result, cinemas are trying to negotiate with the distributors of various films and arrive at a consensus.”

It is for this reason that advance bookings for the upcoming week are yet to open at several cinemas. When asked when the issue is likely to be resolved, the source replied, “It's difficult to say, going by recent experiences. The matter might be resolved by Wednesday morning or evening, or it could even extend to Thursday, just a day before the new releases arrive in cinemas.”

An industry insider commented, “Drishyam The Conclusion still has a lot of gas left in the tank and can continue to attract audiences despite the competition. The makers have also asked exhibitors to sell tickets at regular prices, which should further entice moviegoers.”

Also Read: Mohanlal reviews Ajay Devgn starrer Drishyam The Conclusion; Star Studios thanks him

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