iWorld
Prime Video addresses the ‘Elephant in the Room’ through a marketing campaign for its upcoming Original Series Poacher
Mumbai: Ahead of its highly anticipated global premiere, Amazon Original Series Poacher, has ignited intrigue and excitement, with its powerful and gripping storyline. The thrilling crime series, based on true events, is a heart-wrenching and captivating presentation by none other than Emmy Award-winning filmmaker Richie Mehta, starring Nimisha Sajayan, Roshan Mathew, and Dibyendu Bhattacharya in pivotal roles
While the crime series promises to engage audiences with its gripping storyline, it will also shed light on the extensive scale of ivory poaching, based on a real life case that took place in Kerala in 2015. Through strategic initiatives designed to ignite intrigue and awareness, and to build dialogue the streaming service has created life-sized installations in prominent locations across the country.
From oversized faux elephant tusks in glass boxes at prominent locations in Mumbai to highlight the scale of the issue, to elephant crime scenes in Mumbai, Delhi and Bengaluru, the service has been successful in creating conversations about the issue of wildlife crime, to strongly convey that – “Murder is Murder”- be if of a human, or an animal. The elephant crime scenes are located in areas such as Mumbai’s Bandstand and Powai, Delhi’s Janakpuri and Saket, and Bengaluru’s Shantiniketan.
Poacher promises to offer viewers a glimpse of a global issue that has not been widely explored on screen – the world of wildlife crime. While the show emphasizes on elephant poaching, it does it through the lens and tonality of a crime thriller, by highlighting one of the biggest ivory poaching cases in Indian history. Based on court documents and testimonials, Poacher is a series that aims to provoke the urgent issue of wildlife crime. The series aims to engage audiences and allow them to discover the story’s deeper message as they watch it. With its unique storytelling and powerful message, the show will leave a lasting impression on audiences worldwide.
The show highlights the exceptional efforts of Indian forest service officers, NGO workers from the Wildlife Trust of India, police constables, and good samaritans who risked their lives to investigate the largest ivory poaching ring in Indian history. Produced by QC Entertainment in association with Alia Bhatt’s Eternal Sunshine Productions, Suitable Pictures and Poor Man’s Productions, Poacher which primarily unfolds in Malayalam, Hindi and English will be available to stream in 240 countries and territories, starting 23 February in 35+ Indian and foreign languages.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
