iWorld
Voot will exclusively stream IIFA 2016
MUMBAI: Riding on the back of an immensely successful launch and a high decibel marketing campaign, VOOT by Viacom18, today announced its partnership with India’s most awaited and celebrated film celebration – IIFA 2016. This strategic alliance with the International Indian Film Academy is in line with Voot’s promise of bringing differentiated and engaging content to its digital audience.
With IIFA 2016 ready to take off later this month in Madrid, VOOT is gearing up to converge the younger generation who are getting their TV entertainment from Internet-connected devices with the razzmatazz of this Bollywood extravaganza.
Speaking about the association, Viacom18 Digital Ventures COO Gaurav Gandhi said, “We are delighted to partner with IIFA to bring the biggest Bollywood Awards extravaganza to the digital audiences In India. Within a very short period, Voot has already emerged as a go-to online destination for the biggest TV shows, Kids content and Digital Originals (Voot Originals). With this association with IIFA, which already enjoys a massive fan following in India, we are further strengthening our Bollywood proposition as well. Viewers in India will now be able to stream all IIFA 2016 Awards, IIFA Rocks and related content on their mobile and computer screens on-demand and this will be available exclusively on Voot”
Wizcraft International director Sabbas Joseph said, “IIFA is all about celebrating Indian Cinema and bringing a grand cinematic experience to fans in India and across the world. Within a short span of time Voot has forged its prominence in the digital entertainment world and we are delighted to be partnering with them for IIFA 2016. The partnership will not only magnify the IIFA experience for its Indian fans – with the content now being available on-demand across screens, but it will also increase IIFA’s overall reach to a newer audience base that prefers to consume content primarily on their digital devices.”
IIFA 2016 hosts the most spectacular celebrity weekend where the stars and their fans converge together in Madrid, Spain. The highlights of the celebrations are the Videocon d2h IIFA Weekend and the Nexa IIFA Awards powered by LeEco. The entire event is organized and produced by Wizcraft International Entertainment.
Hosted by Shahid Kapoor and Farhan Akhtar, the star-studded event will showcase scintillating performances by the country’s foremost heartthrobs Salman Khan, Hrithik Roshan, Priyanka Chopra, Deepika Padukone, Sonakshi Sinha, Tiger Shroff and many more. VOOT will help all Bollywood aficionados to watch them up close and personal on their preferred screens.
Amongst all Indian OTT players, Voot, in a very short span, already has the most amount of original content.
Voot is available for free on iOS, Android and web and delivered over mobile and WiFi networks. With a stellar line-up of content available across genres and languages, Voot assures to keep you definitely wanting for more!
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
