iWorld
Netflix pushes on-ground marketing for fourth season of ‘Stranger Things’
MUMBAI: In celebration of the upcoming return of the show Stranger Things, OTT platform Netflix did a global marketing initiative. Rifts appeared on iconic monuments around the globe. As part of this unique initiative, The Gateway of India joined the world stage alongside a special list of 15 landmarks (across 14 countries), such as the Empire State Building in New York, Duomo Square in Milan, Bondi Beach in Australia, Malecon Barranquilla in Colombia and The Wawel Castle in Krakow, amongst others to capture the love of the fans and showcase the show’s most unforgettable moments.
In anticipation of Stranger Things season 4 volume 1 which premieres today 27 May 2022, Mumbai was treated to a celebration for the fans with a one of a kind projection mapping of the city’s tourist landmark – The Gateway of India. Taking over the night skies of Mumbai, the heritage monument was lit up with a larger than life display of popular elements from the series. In a grand reveal the iconic monument turned into a massive canvas, giving us glimpses of our favourite characters including Eleven, Mike, Will, Dustin, Lucas, Max and the gang, along with all the mayhem that’s in store for them in the Upside Down.
Netflix added that since the launch of its first season in 2016, Stranger Things has emerged as a pop culture phenomenon. Eleven and her friends have captured the imaginations of fans from India and the world and the rifts take them inside the story, taking them through the Upside Down and into an alternate reality. The series is enjoyed by millions of fans and is available in three Indian languages (Hindi, Tamil & Telugu).
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.
