iWorld
Eros Now partners with Leading Indian Online Supermarket Grofers to Grow Customer Base
MUMBAI: Eros International PLC (NYSE:EROS) (“Eros”), a leading global company in the Indian filmed entertainment industry, announced today that Eros Now, it’s cutting-edge digital over-the-top (OTT) South Asian entertainment platform, has entered into a partnership with Grofers, a leading Indian online supermarket. As part of the association, Grofers’ Smart Bachat Club (SBC) Annual Plan will now have access to Eros Now’s rich library of over 11,000 film titles, original shows and music videos. The offer is available to both, existing and new customers of Grofers SBC annual pack subscribers, which is currently priced at 449 Rupees per year.
Launched in January this year, Grofers Smart Bachat Club, is the first of its kind and now the biggest loyalty program in the grocery segment. The membership-based service enrolled 50,000 members within the first two weeks of its launch and currently has over 500,000 subscribers. The program gives consumers access to over 3,000 products at wholesale prices. Apart from this, Smart Bachat Club members get special discounts and cashback offers during sale days including exclusive bank offers. The subscribers are also eligible to avail lower prices when they shop for dairy, fruits and vegetables and pharmacy at offline stores that are part of the Smart Bachat Club network.
Commenting on the partnership, Rishika Lulla Singh, CEO, Eros Digital said, “It is an exciting development for Eros Now to join hands with Grofers – India’s leading low price online supermarket. Processing and sharing large quantities of data has led to some significant disruptions in the design of business models, especially in the Indian retail sector. With Grofers’ extensive customer reach, we are looking at expanding our subscriber base and giving them access to our compelling and engaging content. Always being ahead of the curve, this partnership further reaffirms Eros Now’s leadership position with regards to unique marketing tie-ups”
Commenting on the partnership, Albinder Dhindsa, Co-founder and CEO of Grofers said, “We are delighted to partner with Eros Now, as a part of our endeavor to reach out more and more consumers with Smart Bachat Club, a first of its kind and now the most successful grocery loyalty program in the country. Since its start in January 2018, SBC has given a strong boost to our business. The subscription offering, where the customer pays in advance for special pricing on items has crossed half a million subscribers already and is expected to touch one million by 2018 end.”
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.
