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

India's rapidly expanding microdrama ecosystem has just thrown up another striking indicator of how quickly the format is gaining ground. Short-drama apps are no longer merely competing with each other for attention. They are now rubbing shoulders with some of the biggest OTT and entertainment platforms in the country.

As per AppBrain's September 30 ranking of the top free Entertainment apps in India, VibeShort: AI Short Dramas occupied the No. 1 position, ahead of streaming giants Netflix and Amazon Prime Video, which were ranked No. 2 and No. 3 respectively. MX Player stood at No. 4, while BookMyShow rounded off the top five. But VibeShort topping the chart is only part of the story.

A closer look at the rankings reveals the sheer concentration of microdrama and short-fiction platforms within the upper reaches of the chart. StoryReel: Drama Shorts & TV was placed at No. 6, NetShort - Popular Dramas & TV at No. 7, DramaBox - Stream Drama Shorts at No. 9, FlickReels - AI Story & Drama at No. 10 and MVShort at No. 11.

In other words, including VibeShort at No. 1, six of the Top 12 free Entertainment apps on AppBrain's September 30 chart were platforms explicitly built around short dramas, drama shorts or AI-driven fictional content.

That means an astonishing 50% of the Top 12 positions were occupied by apps belonging broadly to the short-drama ecosystem.

The development is significant because the apps are competing for the same valuable smartphone attention presently commanded by long-established entertainment brands such as Netflix, Prime Video, ZEE5, MX Player and BookMyShow.

The rankings, of course, need to be viewed in the right context. Daily app charts can fluctuate significantly and are primarily an indicator of download momentum and app-store performance at a particular point in time. VibeShort ranking ahead of Netflix or Prime Video, therefore, does not mean that the platform has overtaken either streaming giant in terms of total subscribers, active users, viewing hours or revenue.

Nevertheless, the sheer number of short-drama apps appearing near the top simultaneously makes the trend difficult to ignore.

And there is another data point which reinforces the story.

According to The Ormax OTT Audience Report: 2026, microdramas emerged as the fastest-growing among the major emerging content formats highlighted in the report. The audience for microdramas grew by a staggering 50% over 2025, marginally ahead of K-Dramas, which registered 48% growth, while anime audiences expanded by 32%.

The larger Indian online-video universe itself has expanded considerably. Ormax estimates that India now has 664.9 million OTT viewers, up 11% from 601.2 million in 2025. The report defines an OTT viewer as somebody who has watched online video at least once in the previous month.

For microdrama companies, however, the next battle could prove more important than simply generating downloads.

As more platforms enter the category and acquisition spending intensifies, the real test will be whether these apps can convert their installation momentum into repeat viewing, strong retention and, crucially, paying consumers.

For now, though, the September 30 chart offers a revealing snapshot of just how dramatically India's mobile entertainment landscape is changing.

Also Read: Microdramas get STAR POWER! Kusha Kapila, Sheeba Chadha, Nikki Tamboli, Vishal Aditya Singh join the vertical wave

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Alia Bhatt joins Rami Malek, Sachin Tendulkar and Simone Ashley for a star-studded Earthshot Prize 2026 night in Mumbai

Mumbai is gearing up for a glittering global night, and Alia Bhatt will be right at the heart of it. The actor, producer and entrepreneur will be among the leading names from the worlds of film, music, sport and entertainment at The Earthshot Prize 2026 Awards Night, where she will present one of the five Earthshot Prize awards.

The ceremony will bring together 5,000 guests to celebrate people and organisations working on solutions to some of the world's most pressing environmental challenges. Alia will share the stage with Oscar-winning actor Rami Malek, cricket legend Sachin Tendulkar and British actress and musician Simone Ashley, among other presenters and special guests. The evening will be hosted by Karan Johar, with more names expected to join the celebrations.

For Alia, the night is a chance to applaud the people behind the ideas and solutions driving environmental action around the world. Speaking about the occasion, she said: "The Earthshot Prize is really about hope… but hope that comes with ideas, action and people who are finding new ways forward. That's what makes it so inspiring to be a part of. There are people across the world doing incredible work to protect and repair our planet, often in ways we may never have imagined. And to have Mumbai bring all these people together feels very special. I'm proud that India gets to be part of this moment, and I'm really looking forward to celebrating the people behind these solutions and the work they're doing for all of us."

The 2026 Awards Night will also mark the first time the event is streamed globally on Prime Video, with audiences in more than 240 countries and territories able to watch the celebration in more than 40 languages.

On the work front, Alia is preparing for the release of the highly anticipated Love & War, in which she stars alongside real-life husband Ranbir Kapoor and Vicky Kaushal. Directed by Sanjay Leela Bhansali, the film will hit cinemas in January 2027. The actress also has Tumbbad 2 in the pipeline, where she will play a key role.

Speaking about The Earthshot Prize, founded by Prince William, it is the world's most prestigious environmental award, created to identify, back and celebrate groundbreaking environmental leadership. Built around five challenges, it aims to discover 50 winners over 10 years with the power to repair the planet.

Also Read: Daughter’s Day 2026: Alia Bhatt quips daughter Raha “bosses everybody around,” as she talks about women’s empowerment at the Mijwan fundraiser

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Microdramas get STAR POWER! Kusha Kapila, Sheeba Chadha, Nikki Tamboli, Vishal Aditya Singh join the vertical wave

India’s microdrama boom seems to be entering an interesting new phase. A format that was, until recently, largely populated by emerging actors, influencers and digital-first creators is now beginning to attract increasingly familiar faces from films, television and the creator ecosystem.

The latest names to jump onto the vertical bandwagon are Kusha Kapila and Sheeba Chadha, who have teamed up for Likhe Jo Khat Tujhe. The 14-episode microdrama marks Kusha’s debut in the format and will premiere on her Instagram page on September 30.

Created and written by Namrata Wadhwani and directed by Raashi Priya Nahata, Likhe Jo Khat Tujhe revolves around an accidental pen-pal relationship between two women dealing with heartbreak, grief and major changes in their lives. Kusha plays Anisha, a Mumbai-based woman trying to move on from a broken relationship, while acclaimed actress Sheeba Chadha essays Charu, a widow living in Lucknow who is navigating grief and a new phase of life.

Interestingly, Kusha’s entry into microdramas also highlights another potential evolution of the format. Unlike conventional shows that need a television channel or OTT platform, Likhe Jo Khat Tujhe will drop on Kusha’s own Instagram page. In other words, a creator with a sizeable audience can now effectively turn her social-media handle into a distribution platform for an original fiction series.

Another prominent television and reality-show face, Nikki Tamboli, has also entered the vertical fiction space with Ex vs Wife, in which she stars opposite Vishal Aditya Singh. Nikki has taken up the challenge of playing two contrasting shades in the series – one positive and the other negative.

Taken individually, these might simply appear to be two new microdrama announcements. But taken together, they point towards a larger shift taking place within India's rapidly growing short-form fiction ecosystem.

Actors traditionally had broadly defined options – television serials, films, OTT shows, music videos and advertisements. Vertical fiction is now emerging as another avenue, sitting somewhere between social-media content and conventional scripted entertainment. For established performers, it potentially offers an interesting middle ground. Unlike reels, microdramas give actors an opportunity to play actual characters with conflicts, emotions and narrative arcs. At the same time, they potentially require a significantly different production and viewing ecosystem compared to a daily television serial or a long-form streaming show. That could make the format attractive not merely to aspiring talent looking for visibility, but also to established actors looking to experiment without necessarily committing to a conventional long-form project.

Also Read: From 90-second fad to MEGA BUSINESS: Microdramas get a dedicated spotlight at FICCI FRAMES alongside cinema, OTT, AI and reality TV

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Vashu Bhagnani hospitalised in London amid Income Tax searches at 12 locations linked to him, Rakul Preet Singh, and Panorama Studios: Report

Veteran film producer Vashu Bhagnani has reportedly been hospitalised in London, according to news agency ANI. The reason for his hospitalisation has not been disclosed so far.

When contacted by ANI, Bhagnani asked to be left “alone”. No further details about his health condition or the duration of his hospital stay are currently available.

The development comes shortly after reports of Income Tax Department searches at multiple locations linked to Bhagnani, his daughter-in-law and actor Rakul Preet Singh, and Panorama Studios. Income Tax Department searches 12 locations The Income Tax Department reportedly carried out searches at 12 locations in Mumbai on September 28. The premises were linked to Vashu Bhagnani, Rakul Preet Singh and Kumar Mangat-led Panorama Studios.

According to reports, the searches were part of an inquiry into suspected financial irregularities involving film-related transactions. Investigators are reportedly examining allegations that funds may have been routed overseas under the guise of financing film projects.

Multiple teams were said to be examining documents, financial records and details of alleged overseas transactions. However, the Income Tax Department has not publicly disclosed its findings or confirmed that any tax violation has been established.

The searches also reportedly covered premises associated with Panorama Studios, which is led by producer Kumar Mangat Pathak. The nature and extent of the transactions under scrutiny have not been disclosed publicly. Vashu Bhagnani and Rakul Preet Singh yet to respond Reports of the Income Tax searches emerged on September 28, with multiple publications reporting that the department was examining financial records connected to the film industry.

Neither Vashu Bhagnani nor Rakul Preet Singh has publicly responded to the reports about the searches so far. The investigation is understood to be ongoing, and further details are awaited.

Importantly, the Income Tax searches and Bhagnani’s hospitalisation have been reported as developments occurring around the same time. There is currently no official information establishing a connection between the two.

For now, further information regarding Bhagnani’s health is awaited.

Also Read: Will the Vashu Bhagnani controversy benefit Hai Jawani Toh Ishq Hona Hai? Trade experts comment; also open up on 50% offer on release day: “You are UNDERMINING a star’s potential”

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Vimal Elaichi row: FDA commissioner says Shah Rukh Khan, Ajay Devgn, and Tiger Shroff have responded to notice; two hearings held

The controversy surrounding Shah Rukh Khan, Ajay Devgn and Tiger Shroff’s Vimal Elaichi advertisement has moved to the next stage. Maharashtra Food and Drug Administration (FDA) Commissioner Tukaram Mundhe has confirmed that responses from all three actors have been received following the show-cause notices issued over the campaign.

Mundhe said that two of the actors had requested a hearing and that those hearings have now been completed. The FDA is subsequently proceeding with the matter. “Regarding those notices, responses from all three have come. Two of them had asked for a hearing. Their hearing was finished yesterday, and we are proceeding further,” Mundhe said.

#WATCH | Mumbai: On notices to Bollywood actors Shah Rukh Khan, Ajay Devgn and Tiger Shroff over Vimal advertisement, Maharashtra FDA Commissioner Tukaram Mundhe says, "Regarding those notices, responses from all three have come. Two of them had asked for a hearing. Their hearing… pic.twitter.com/0MV5yNtNua — ANI (@ANI) September 29, 2026

Why did the Maharashtra FDA issue notices? The Maharashtra FDA issued show-cause notices to Shah Rukh Khan, Ajay Devgn and Tiger Shroff in August 2026 over their appearance in a Vimal Elaichi advertisement released in 2024.

The regulator alleged that the campaign could amount to surrogate advertising for Vimal Pan Masala. According to the FDA, the Vimal brand is primarily associated with pan masala, while Vimal Elaichi is presented as a cardamom mouth freshener.

The notices stated that the advertisement appeared to create an association between Vimal Elaichi and Vimal Pan Masala. The FDA cited the prohibition on the manufacture, storage, transportation, distribution and sale of the relevant prohibited pan masala products in Maharashtra.

The notices were issued on August 11 and gave the actors 15 days to respond. They were also asked to discontinue their participation in the campaign and remove related promotional material from their social media accounts and other platforms. What did the FDA seek from the actors? Apart from asking the actors to explain their involvement in the advertisement, the notices sought details related to their endorsement contracts and the due diligence carried out before associating with the campaign.

The regulator also sought clarification on whether Vimal Elaichi was an independent product or whether its branding and presentation created a link with Vimal Pan Masala.

The FDA's position is that the use of the Vimal branding and the manner in which the product is presented raise questions about indirect or surrogate promotion of a prohibited product. The agency has said the action is based on the applicable food safety and advertising regulations.

Also Read: Maharashtra FDA Commissioner Tukaram Mundhe says, “Shah Rukh Khan, Ajay Devgn and Tiger Shroff not shielded by celebrity status in Vimal ad case”

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CONFIRMED! Lock Upp returns for season 2, Netflix announces new chapter

The jail doors are set to open once again, allowing new inmates to assemble. Following a landmark season that became a cultural phenomenon and a constant source of conversation both on and off screen, Netflix announces the return of Lock Upp: Sach Ya Sazaa for a second season. Produced by Ekta Kapoor, Shobha Kapoor and Manisha Sharma, and showrun by Malaya Pradhan, the new season promises to blur the lines between spectacle and vulnerability.

Centered on its distinctly Indian format, Lock Upp: Sach Ya Sazaa resonated with audiences worldwide, with its most shareable moments driving 5 billion+ views across social and word of mouth. The series demonstrated how a homegrown reality format can become a shared cultural experience: one that audiences don't simply watch, but participate in and carry with them.

Inside the jail in Season 1, contestants were pushed to own their truth, confronting the perceptions and narratives that had long surrounded them. Confessions became talking points, confrontations became debates, unexpected relationships became turning points, and raw moments became what audiences remembered most. What viewers witnessed was more than captivity and competition; it was celebrities taking ownership of their personal stories.

The upcoming season builds on that world, bringing audiences back inside the jail for another chapter where personalities collide, dynamics shift, and every secret has the potential to change the game.

Monika Shergill, VP- Content, Netflix India said: "Lock Upp: Sach Yaa Sazaa became appointment viewing overnight. Viewers invested, debated, and kept coming back. It captured the zeitgeist - not just as entertainment, but also as a space where celebrities talked about topics they rarely do, owned their choices and confronted past trauma. Ekta’s bold homegrown idea and the scaled adaptation on Netflix led to entertainment maxxing. Season 2 will be about recreating the same Netflix effect with many new surprises for our audiences."

Ekta Kapoor, Joint Managing Director, Balaji Telefilms & Creator of Lock Upp said: “Lock Upp: Sach Ya Sazaa on Netflix went far beyond what we imagined. The conversations, the inmates, and their most memorable moments continued to live with audiences even after the finale. That’s what makes the return of Lock Upp so exciting. The next season will take audiences back into a world they know, but with an entirely new set of stories, personalities, and surprises. And Farah and Riteish will continue to helm Lock Upp as the formidable jailer duo, bringing their own energy, unpredictability, and dynamic to the next chapter.”

As audiences wait to discover who will enter the jail this time, one thing is certain: the game, the inmates, and the tasks may change, but the conversations are about to begin all over again!

Also Read: Did Harshad Chopda accidentally reveal Lock Upp Season 2 winner? His comment on Shreya Kalra has fans convinced

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EXCLUSIVE: Karan Tacker to return as Gaurav Tiwari? Bhay Season 2 likely to go on floors in January 2027

Karan Tacker could be set to return to the world of the paranormal as Gaurav Tiwari. Bollywood Hungama has learnt that Almighty Motion Picture is gearing up for the second season of its supernatural thriller Bhay – A Gaurav Tiwari Mystery, with the new season expected to go on floors by mid-January 2027.

According to sources close to the development, the makers are currently working towards taking the franchise forward, with the second season expected to mount on a larger canvas. If the schedule stays on track, Bhay – A Gaurav Tiwari Mystery Season 2 could be ready for a late-2027 release. The first season, which premiered in 2025, was produced by Prabhleen Sandhu under Almighty Motion Picture and directed by Robbie Grewal. Written by Arshad Sayed, the series featured Karan Tacker as paranormal investigator Gaurav Tiwari, with the character's investigations and mysterious encounters forming the core of the narrative.

Unlike conventional horror outings that rely primarily on jump scares and supernatural spectacle, Bhay attempted to build its world around paranormal investigations, unexplained incidents and the psychological fear surrounding the unknown. At the centre of that world was Tiwari, a protagonist who actively pursued cases that others would rather stay away from.

Sources indicate that Season 2 is being planned to delve deeper into that universe, with the makers exploring new unexplained cases and paranormal investigations. Whether the new season will pick up directly from where the first chapter ended or introduce an entirely new case remains tightly under wraps.

The casting, too, is being kept under wraps for now. However, sources indicate that the makers intend to retain Karan Tacker as Gaurav Tiwari, allowing the actor to continue anchoring the franchise. An official announcement is awaited.

Interestingly, Bhay would also add to an increasingly notable pattern in Karan Tacker's OTT career. Several of the actor's streaming outings have returned for subsequent seasons, underlining the recall he has built with audiences on the digital platform. From stepping into varied characters to headlining returning franchises, Tacker has gradually established himself as an actor with a strong presence in the OTT space, where longevity often depends on a show's ability to bring audiences back for another season.

That trajectory makes a potential return to Bhay particularly significant, as the franchise itself appears to be moving into its next phase with Tacker once again at the headlining.

For now, the makers are keeping the door firmly shut on Season 2. But if the current plans stay on course, the world of Gaurav Tiwari could be back on screen sooner than expected with cameras potentially rolling from January 2027.

Also Read: Karan Tacker opens up on a ‘Bhay’ moment that forced him to confront mortality: “This scene changed me forever”

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