iWorld
Creators, not celebs, are now selling Indian films: Pratap Jain CEO ChanaJor OTT
MUMBAI: India’s film marketing script is getting a rewrite, and this time the loudest voices are not celebrities but creators. From memes and reactions to reels and reviews, movies today are finding their audience through everyday digital conversations rather than grand trailer launches.
According to ChanaJor OTT, creator-led movie chatter in India now runs into millions of posts and billions of impressions every year across platforms such as Instagram, YouTube Shorts, Moj and ShareChat. The result is a clear shift in audience behaviour, from passively watching trailers to actively participating in the buzz.
“Movies no longer trend because they are announced. They trend because creators weave them into daily online culture, especially in vernacular and hyperlocal spaces,” says ChanaJor OTT founder and CEO Pratap Jain.
This evolution has been driven by scale as much as necessity. With over 1,500 films releasing annually across languages, celebrity-led promotions are struggling to cut through the noise. Studios are now leaning on distributed creator networks to keep films visible before and after release.
“Creator networks have become the baseline marketing layer, not a nice extra,” Jain explains. “Instead of one expensive celebrity pushing a single message, studios activate hundreds of creators across cities, languages and formats. For emerging and digital-first films, this often delivers better recall and value.”
Micro and mid-sized creators are proving especially powerful. Together, they now account for more than half of all movie-related posts and engagement, driven by trust, frequency and cultural closeness.
“These creators feel like peers, not promoters,” Jain says. “That leads to better engagement, more genuine comments and organic sharing. While big-name campaigns spike quickly, smaller creators keep conversations alive for weeks, which matters in crowded release windows.”
Marketing budgets are also being sliced more intelligently. Instead of one large spend, studios are spreading investments across regions and creator tiers, with Tier 2 and Tier 3 cities playing a growing role in early momentum.
“Regional creator ecosystems often decide whether a film breaks out nationally,” Jain notes. “Tracking city-level engagement helps marketers see where content truly connects, allowing real-time tweaks. The goal is to make films feel discovered, not advertised.”
As the industry becomes more performance-focused, ChanaJor OTT believes creator-led marketing is no longer experimental. For many films, it is fast becoming the main act rather than the opening trailer.
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.
