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Asian Paints’ ‘Where the Heat is’ wins Best Entertaining Content award on OTT
MUMBAI: Asian Paints won the Best Entertaining content award for ‘Where the Heart is’ Season 3. The season kick started on 23rd August with six celebrities of B-town along with captain fantastic, Sunil Chettri.
The unique content was initiated across the social media platform have facilitated Asian Paints to achieve the title of ‘Best Entertainment Content on an OTT Platform’ at the 2nd Annual India Content Leadership Awards in New Delhi. India Content Leadership is a forum designed specifically to promote content developers, discuss the trends in the content industry, and identify and reward individuals and agencies that have done exemplary work in content development, content marketing- online as well as offline channels.
‘Where the Heat is’ Asian Paints Season 3 featured Boman Irani, Huma Qureshi, Gaurav Kapur, Kajal Agarwal, Neena Gupta and Suni Chhetri. The web series was a slight departure from the previous two seasons as it focused on the beauty of relationships, and how these relationships truly make a home. The chosen celebrities come from different parts of the country as well as different walks of life and this diversity gets reflected in how they envision and build their home.
Speaking on the achievement, Asian Paints General Manager Jaideep Kanse said, “We are proud to win the Best entertainment content award for ‘Where the Heart is’. This award has added more to the success of our campaign. Each episode has beautifully captured the essence of ‘Where the heart is’ season and it rightly highlighted the uniqueness of each celebrity home. Till now we have rolled out 3 successful seasons on ‘Where the Heart is’ and looking forward to more such successful campaigns in coming years.”
From the “Har ghar kuch kehta hai” days, Asian Paints has always believed that a home is really a physical embodiment of those who inhabit it. The brand is leading the content space on the social media platform and has received great number of viewership with the launch of ‘Where the Heart is’ season 3 campaign.
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.
