iWorld
Sony LIV to stream the Australian Open
Mumbai: Sony LIV has always been the one-stop destination for Tennis in India, the home for the major grand slams, and the place where lovers of the game unite. Tennis has been steadily gaining traction in the country, evolving into a hotspot for ardent admirers. Sony LIV once again is all set to bring excitement to the Indian Tennis community with the Grand Slam extravaganza – the Australian Open, fondly known as the ‘happy slam’, promising an exhilarating start to the year for fans.
The platform has partnered with Hyundai Motor India as the co-presenting and highlights sponsor, while Tourism Australia and ACKO joined as the co-presenting and partner sponsor respectively. Hyundai Motor India traditionally focused on TV advertising, has made its first foray into the digital arena, marking a notable shift towards the digital space for premium properties. The immense enthusiasm for the Australian Open in India has propelled Sony LIV to secure impactful partnerships with leading brands, resulting in these productive deals.
Being home to numerous international tournaments, Sony LIV has been instrumental in fostering a significant surge in viewership by providing fans access to the game on the go. 24 grand slam winner Novak Djokovic has now become a household name in the nation as he is set to illuminate the Melbourne Park. Nevertheless, he will encounter fierce competition from the rapidly emerging 20-year-old sensation, Carlos Alcaraz, who is swiftly making his mark in the world of tennis. This is not all, after a long three-year wait, India’s top-ranked Sumit Nagal’s notable inclusion in the Australian Open will promise more action and thrill to the Indian Audiences.
Will Coco Gauff script another fairy tale run to a major final? Could Iga Swiatek kickstart 2024 with a bang? Or will Aryna Sabalenka successfully defend her title? Sony LIV promises to bring you all breathtaking and edge-of-the-seat competition for a span of two weeks. With Djokovic, Alcaraz, Sabalenka, Swiatek, Sumit Nagal and numerous other players gracing the court, the platform invites fans across the country to hop in and indulge in their passion for the sport they love.
Sony LIV head ad revenue Ranjana Mangla:
We are excited to present the inaugural Grand Slam event of the year, the Australian Open, on Sony LIV, setting the stage for a year filled with enthusiasm. Our commitment is unwavering as we strive to engage with the Indian Tennis community, streaming a bouquet of prestigious tournaments, including the Australian Open, Roland Garros, US Open, Davis Cup, Laver Cup, and more. We gratefully acknowledge the ongoing support of our sponsors—some renewing their partnerships, while others join us for the first time. Each sponsor shares our passion for sports and is eager to connect with our affluent subscriber base, solidifying us as a strategic choice for their communications.
Hyundai Motor India AVP & vertical head, marketing Virat Khullar:
This collaboration between Sony LIV & Hyundai states a joint dedication to excellence and performance, reaching out to affluent audiences. Hyundai recognizes the potency of the digital realm and has seen a significant shift among consumers towards digital content consumption. Hyundai has been actively engaging with premium sports content on digital, acknowledging the influence of such content in capturing the right TG. The inclusion of Australian Open in Hyundai’s scheme of things is to convey powerful brand story to cord-cutters who are interested in premium sport like tennis.
Catch the Australian Open streaming live only on Sony LIV!
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.
