iWorld
Amazon Prime puts fans at centerstage in latest brand campaign
Mumbai: Prime Video, India’s most loved entertainment destination, has unveiled a new marketing campaign that reinforces the brand’s position as the exclusive home for the most popular and talked about shows in the country today. Through a tongue-in-cheek film featuring Manoj Bajpayee, the campaign humorously underscores the incredible fandom that Prime Video’s shows and movies enjoy amongst Indian consumers. Spanning a diverse range of genres including romance, crime, suspense, comedy, horror, young adult and more, the film highlights a simple idea: All the shows and movies that everyone is talking about – you can watch exclusively on Prime Video.
The ad film opens with Manoj Bajpayee, also popularly known as Srikant Tiwari or The Family Man, asking for suggestions on what to watch. He is soon flooded with a barrage of recommendations. From his makeup artist endorsing Dahaad for its spine-tingling suspense to his gym trainer advocating for Made in Heaven, and even strangers suggesting popular Amazon Originals like The Boys, Farzi, and more, Manoj finds himself at the receiving end of must-watch recommendations, from everyone he encounters. An aha moment follows as he soon realizes what he already intuitively felt, that Prime Video is the home for content that everyone is watching and talking about!
Watch the ad film here:
“In our close to seven-year journey in India so far, we have had the amazing opportunity to spearhead a storytelling renaissance, offering captivating stories in multiple languages that resonate with people across the nation. We have been able to not only build a compelling slate of entertainment for our delightfully diverse customers, but have also brought cult shows like Mirzapur, The Family Man, Panchayat and so many more alive. Immersive stories, the kind that stay on everyone’s minds and become talked about, are what have solidified our position as everyone’s preferred entertainment service. 2023 has been an equally busy year at Prime Video, from the much-loved Farzi, Jubilee, Dahaad to a quirky Cinema Marte Dum Tak and gritty Bambai Meri Jaan, each show has found its core audience, and enjoyed enormous fandom. Who hasn’t been recommended a Prime Video show in a water cooler conversation at work, or a dinner with friends?” said Prime Video, India country director Sushant Sreeram. “This campaign originates from a simple consumer observation – there are so many shows of ours that fans and customers passionately recommend to their friends, family and sometimes even strangers! We wanted to celebrate that fandom. We take the opportunity to ignite such fandom very seriously and I am confident our future lineup of shows and movies will continue to inspire and entertain our customers.”
Manoj Bajpayee, who plays himself in the ad campaign said, “Streaming today has become an integral part of cultural conversations and our daily lives! Srikant Tiwari, has almost become an alter-ego for me – from being mobbed in airports in the smallest of Indian towns, to recognition at global forums, The Family Man has been loved by and talked about everywhere! This campaign effectively encapsulates this phenomenon with remarkable simplicity and relatability. It humorously conveys the message that every title on Prime Video is someone’s favorite show or movie. The passion fans have for shows and movies on Prime Video is truly special – I have witnessed this myself! And yes, I have a personal favorite too, no prizes for guessing which show though!”
The film will be supported by a 360-degree campaign on TV, digital, social media and outdoor along with social innovations that bring the premise of the film alive. Conceptualised by creative agency MANJA and the Prime Video team, the films have been scripted and produced by Breathless Films with director Vinil Mathew at the helm.
“When you watch a great show or movie, you can’t help but recommend it. You want everyone else to jump on the bandwagon. You want to be the one who spreads it like wildfire. Because shows and movies aren’t just content anymore. They are topics of conversation and influence culture. And since Prime Video has the most talked about shows of the year, we used that truth as our starting point. The only question left to answer was, who are they talking to? We went with the one man who probably needs no recommendations at all, The Family Man,” said MANJA executive creative director Suyash Barve.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
