iWorld
Mythology OTT platform ‘Hari Om’ launches at Rs 36 per year
Mumbai: Hari Om, premier destination for Indian heritage and religious content is all set to launch today. Hari Om bridges the gap between tradition and modernity, providing a platform to explore the rich tapestry of Indian culture and spirituality. It debuts with epic untold stories ‘Shri Tirupati Balaji’, ‘Chaya Grah Rahu Ketu’, ‘Maa Lakshmi’, ‘Mata Saraswati’, ‘Jai Jagannath’, and over 20 other mythological shows featuring a stellar cast and crew. These productions boast large-budget sets designed to transport viewers back to the golden age. Renowned actors such as Sharad Malhotra (Lord Krishna), Rati Pandey (Mata Saraswati), Yuktii Kapoor (Maa Lakshmi), Mrunal Jain (Rahu Ketu), and Vishal Karwal (Lord Vishnu) will be headlining these epic shows. Hari Om will be available to audience from today onwards at an affordable price of only Rs 36 per year
The platform also offers both long and short-format ‘U’ rated series, catering to senior citizens, children, and young adults. Additionally, it features bhajans in both video and audio formats, curated animated content on mythology and same content can be heard in podcast format as well. The platform also includes live aartis from major temples, prasad booking, temple news, donation options, and many other exciting features.
The app launches with two originals namely Shri Tirupati Balaji and Chaya Grah Rahu Ketu.
Shri Tirupati Balaji: Starring Vishal Karwal, this series revolves around the religious story of Shri Hari Vishnu’s incarnation as Shrinivasan at Tirumala Hills.
Chaya Grah Rahu Ketu: Featuring Mrunal Jain, this show tells the tale of the Asura Swarnbhanu, who becomes immortal by drinking Amrit and is subsequently punished by Lord Vishnu.
Vishal Karwal who plays Lord Vishnu in Shri Tirupati Balaji said on the show, “It is a great honor to play the role of Lord Vishnu, an avatar of Shri Tirupati Balaji. Wearing the mukut and costume felt deeply spiritual. The promos suggest the grand scale and spectacular storytelling”.
Rati Pandey, who plays Goddess Mata Saraswati said on the show, “I am thrilled to portray Goddess Mata Saraswati. It’s an honor to play such an important character, and the experience has been incredibly rewarding.”
Group SVP Nivedita Basu said, “We take great pride in launching India’s first mythological platform. This platform is special to us as it showcases our rich culture to the world. We aim to transport viewers to the golden age, experiencing religion and mythology in its purest forms. This platform will explore untold religious stories and delve into the detailed narratives of mythological characters whose stories have never been fully explored.”
Hari Om is poised to become a one-stop destination for mythological content enthusiasts, blending entertainment, education, and cultural knowledge. The app is available on the Play Store, App Store, Google TV, Samsung TV, Apple TV, LG TV and Fire TV.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
