iWorld
Netflix launches Eyeline Studios in Hyderabad to boost India’s AVGC sector
New VFX hub in Hyderabad to tap local talent and drive global storytelling
HYDERABAD: Netflix has officially opened Eyeline Studios in Hyderabad, signalling a major long-term investment in India’s animation, visual effects, gaming, and comics (AVGC) ecosystem. The 32,000 sq ft facility aims to marry cutting-edge technology with creative flair, making India a key hub in global production pipelines.
The launch event saw Jeff Shapiro, CEO, Eyeline Studios, joined by chief minister of Telangana, Anumula Revanth Reddy, secretary, ministry of information and broadcasting, Sanjay Jaju, and actor-producer Rana Daggubati.
Eyeline Studios Hyderabad is designed to blend advanced visual effects, virtual production, and generative technologies with a collaborative workspace. It becomes the fifth global Eyeline location, alongside Los Angeles, Vancouver, Seoul, and London, linking Indian talent directly to international projects.
Anumula Revanth Reddy said, “Hyderabad and Netflix share a global outlook. This partnership strengthens our creative ecosystem and will create exciting opportunities for local talent to reach the world.”
Sanjay Jaju added, “Entertainment merges technology and storytelling. Hyderabad has the history and the talent. Eyeline’s arrival is a boost for our growing AVGC industry.”
Minister for IT, electronics & communications, industries & commerce, D. Sridhar Babu highlighted the government’s focus on skill-building, saying, “With Eyeline Studios, Hyderabad can become the world capital of storytelling.”
Rana Daggubati reflected, “Hyderabad has come a long way since 2005. Today, with Eyeline here, young artists have a phenomenal future in film and visual storytelling.”
Jeff Shapiro concluded, “India’s creative and technical talent is unmatched. Hyderabad provides the perfect foundation for long-term capability and global storytelling impact.”
The Hyderabad facility is set to hire specialised VFX and AVGC talent, strengthening India’s position on the world stage while offering locals a chance to work on high-end global productions.
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.
