iWorld
Amazon Prime Video drives ‘LOL- Hasse Toh Phasse’ promotions with Pac-Man game
KOLKATA: Amazon Prime Video is all set to add to the excitement of the launch of the it’s original series LOL- Hasse Toh Phasse, as the chaotic and fun madhouse transforms into a PAC-MAN maze. The streaming service has rolled out a limited edition Pac-Man game as a part of a consumer engagement campaign for the unscripted comedy reality show.
This maze chase video game has the show’s hosts and comedians as Pac-Man icons. The player can choose their favourite comedian to play the game, and then try to evade the hosts Boman Irani and Arshad Warsi’s sharp and vigilant watch. The player has to score as much as possible with three lives to navigate through three challenging yet exciting levels. With an engaging and addictive web and mobile (iOS & Android) interface, this limited edition Pac-man game will have gaming enthusiasts and fans of the series hooked.
The streamer has also come up with a quirky consumer engagement campaign titled #LastSeenLaughing by posting a flurry of memes about funny instances from its shows and movies, with the hashtag. Jumping on the bandwagon, close to a 100 brands which include Zomato, Jack and Jones India, Mentos, Dunzo and Rage Coffee joined the conversation along with netizens.
An international format comedy show with an Indian twist, LOL- Hasse Toh Phasse brings together comedy kings Boman Irani and Arshad Warsi to keep a vigilant watch on India’s 10 most celebrated comedians: Aadar Malik, Aakash Gupta, Aditi Mittal, Ankita Shrivastav, Cyrus Broacha, Gaurav Gera, Kusha Kapila, Mallika Dua, Sunil Grover and Suresh Menon. Bringing the toughest challenge of their life, the show witnesses the contestants pitted against each other in a house with two objectives – to make others laugh and more importantly, ensure that they should be the last one standing with a straight face!
Visit www.lolpacman.com to play the game.
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.
