iWorld
ZEE5 Global kickstarts its partnership with LuLu in the Middle East with their “Celebrating India” Festival
ZEE5 Global has kickstarted its partnership with LuLu, the top retailer in the Middle East, by powering their bi-annual Indian-themed festival “Celebrating India” rolling out across its stores in the UAE, coinciding with the Indian Independence Day. The week-long festival will highlight food, offers, cultural shows and celebrity visits from 14th to 20th August 2019.
The festival was inaugurated by H.E. Navdeep Suri, Indian Ambassador to the UAE, alongside Archana Anand, Chief Business Officer of ZEE5 Global, the official partners of this promotion, Saifee Rupawala, LuLu Group Chief Executive Officer and other top officials and government authorities at LuLu Hypermarket Al Wahda Mall, Abu Dhabi.
H.E. Suri shared: “This is a wonderful initiative by LuLu in showcasing the rich culture and food heritage of India. I am looking forward to welcoming the residents and citizens of UAE to come and explore the delicious flavours of India. I am sure these products will be highly appreciated not only by Indian nationals, but also the local and other expat communities residing here.”
Commenting on the partnership, Archana Anand said: “With a huge demand for Bollywood and Indian content from not only the South Asian diaspora but also mainstream audiences, and a highly conducive digital and payment ecosystem, the Middle East is an extremely exciting market for us. As the largest retail conglomerate in the Middle East, LuLu has an extremely strong presence in the market and our partnership with them will help us reach our fabulous content bouquet to audiences in this market. I’m thrilled to be here today at the inauguration of the Celebrating India Festival, which marks the first step of this partnership.”
Powered by ZEE5, the global entertainment app for the best of Bollywood movies, Indian TV shows and more, LuLu gives customers a chance to join and win a free annual subscription of ZEE5 for every AED 50 purchase. LuLu customers will also have access to the latest movie releases exclusively on ZEE5, and a chance to meet with their favourite stars.
Speaking on the occasion, Rupawala said: “We have always taken pride for showcasing the beauty and diversity of Indian culture through a festival like “Celebrating India”. This is our humble tribute to the glorious tradition, food and offerings of India, which have been widely popular and embraced by the UAE population with more than 200 nationalities residing in it. More than 5 Million shoppers are expected to experience India through this festival. Other than the wide product range that we offer in store, this is our initiative to bind together all communities for a common interest.”
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.
