iWorld
Amazon Prime Video signs multi-year licensing agreement with Nadiadwala Grandson Entertainment
Mumbai: Amazon Prime Video on Monday announced a worldwide-exclusive, multi-film licensing collaboration with Sajid Nadiadwala’s Nadiadwala Grandson Entertainment (NGE). This collaboration will bring the biggest and best of Bollywood movies to audiences across the length and breadth of the country and to fans in over 240+ countries and territories.
As part of the association, the streaming service will be the worldwide home to NGE’s upcoming slate of movies, soon after their theatrical launch. NGE’s movie slate includes many much-anticipated titles such as “Bawaal”, “Sanki”, “Baaghi 4”, Kartik Aaryan’s untitled project, among others and promises to bring Sajid Nadiadwala’s trade-mark larger-than-life, immersive cinema to viewers across the globe, on a screen of their choice.
The films, post their theatrical release, will be available on Amazon Prime Video for all Prime members. Additionally, the films will also be available ‘to-rent’ on Amazon Prime Video for all Amazon customers (Prime or otherwise) in the ‘Early Access Rental’ window.
These films will feature some of Bollywood’s most popular, as well as, versatile talent, including Varun Dhawan, Tiger Shroff, Kartik Aaryan, Ahan Shetty and many more. The slate also brings together some of the most respected, powerhouse national award-winning directors including Nitesh Tiwari (“Chhichhore”), Ravi Udyawar (“Mom”), Sameer Vidwans (“Anandi Gopal”), Saket Chaudhry (“Hindi Medium”) and many more.
Nadiadwala Grandson Entertainment managing director, producer & director Sajid Nadiadwala said, “We have been entertaining the audience for the last 70 years with our movies, contributing to the Indian culture and today it’s a new era in entertainment with OTT becoming such an integral part of our lives. Amazon Prime Video has been instrumental in breaking all barriers in entertainment – geographical, linguistic, or otherwise. In Prime Video, we believe we have found a partner that not only shares our vision of offering immersive cinematic experiences but also provides global distribution to the best stories from the Indian entertainment ecosystem. This collaboration marks NGE’s first-ever, worldwide exclusive, multi-film, multi-year deal with Prime Video – we are confident that this partnership of inclusive cinema will enable our upcoming titles to travel beyond geographies and add further value to Prime Video’s stellar content selection. As the world of storytelling evolves across genres, I believe this association will pave the way for more collaborations between the two brands to follow.”
Amazon Prime Video India director of content licensing, Manish Menghani said, “We are excited to venture into this milestone collaboration with Nadiadwala Grandson Entertainment, which is known to create films that connect instantly with audiences. By inking this partnership, we will bring some of the most entertaining narratives and stories soon after their theatrical releases exclusively to our viewers’ screens worldwide.”
He added, “At Amazon, we start with the customer and work backwards and this collaboration is another step towards fulfilling that promise. Prime Video has played a key role in significantly enhancing the audience base for Indian films, across languages, both within the country and internationally. I am certain that this slate of much-anticipated movies will prove to be an absolute delight for our consumers.”
The titles will join the thousands of Indian and international TV shows and movies in the Amazon Prime Video catalogue. These include Indian-produced Amazon Original series The Family Man, Mirzapur Season 1 & 2, Comicstaan Semma Comedy Pa, Breathe: Into The Shadows, Bandish Bandits, Paatal Lok, The Forgotten Army – Azaadi Ke Liye, Sons of the Soil: Jaipur Pink Panthers, Four More Shots Please, The Family Man – New season, Made In Heaven and Inside Edge season 1 and season 2.
Indian movies such as “Sherni”, “Coolie No. 1”, “Hello Charlie”, “Gulabo Sitabo”, “Durgamati”, “Chhalaang”, “Shakuntala Devi”, “Toofaan”, “Ponmagal Vandhal”, “French Biriyani”, “Law”, “Sufiyum Sujatayum”, “Penguin”, “Nishabdham”, “Maara”, “V”, “CU Soon”, “Soorarai Pottru”, “Bheema Sena Nala Maharaja”, “Drishyam 2”, “Halal Love Story”, “Middle Class Melodies”, “Putham Pudhu Kaalai”, “Unpaused” among others and the award-winning and critically acclaimed global Amazon Originals like The “Tomorrow War”, “Borat Subsequent Moviefilm”, “Coming 2 America”, “Without Remorse”, “Tom Clancy’s Jack Ryan”, “The Boys”, “Hunters”, “Fleabag”, and “The Marvelous Mrs. Maisel”.
All this is available at no extra cost for Amazon Prime members. The service includes titles in Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, Malayalam, Punjabi and Bengali.
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.
