iWorld
VMate launches #21DaysChallenge to ensure people stay busy at homes during lockdown
MUMBAI: Despite a strict countrywide lockdown enforced by Prime Minister Narendra Modi-led government, the authorities have been struggling to stop people from venturing out of their homes. While some people are moving out only in cases of exigencies, there are many who are doing so out of boredom, triggered by prolonged stays at home. To help such people cope with the situation, short video platform VMate has launched an interesting and innovative #21DaysChallenge, which would aid people in remaining busy while staying at their homes.
As part of the drive, a fresh challenge would be given to the users each day throughout the lockdown period. The users need to create videos on the same and share it on the platform. For instance, on Day 1 the users were asked to create interesting videos using coronavirus-related stickers on the app, and the next day, they were asked to perform a trick wherein they had to pull a piece of cloth from underneath a house made of playing cards, glasses etc. Taking it a notch further, the users were asked to film themselves while drinking water from a glass without using their hands. The creators will be asked to undertake various similar challenges everyday till April 14.
What’s even more interesting is that under each challenge, users are offered rewards in the form of money. VMate has also created an in-app H5 page where the best videos from creators are featured. The page also has a ranking of top users whose videos clocked the maximum response on the platform.
The message behind the #21DaysChallenge is loud and clear – helping people make the most of the ample free time at their disposal. The response by the users further suggests that we must refrain from sulking and complaining, and instead, utilize the lockdown period by adhering to social distancing and engaging ourselves in creative activities.
VMate has emerged as a responsible and outstanding platform since the outbreak of the pandemic. Recently, several doctors and medical professionals converged on the short video app to spread awareness and provide authentic information related to Covid-19 among the users. In addition to this, users from interior parts of the country also took to the platform to showcase how rural India was waging a war against the dreaded virus. Videos shared on the app showed how authorities were disseminating information/government orders through unconventional means like loudspeakers on bicycles and autorickshaws.
While those in urban areas are relishing on streaming services like Netflix, people in smaller towns and rural belts seem to have found a good companion in the trending short video app, which is often referred to as ‘Rural India’s TikTok’.
Link – https://www.youtube.com/watch?v=VvNDff12QO0&feature=youtu.
iWorld
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
