iWorld
Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10
MUMBAI: From heavenly visions to hellish horrors, Aghathiyaa has officially ascended to the OTT throne. After casting its spell in cinemas across 600 plus screens and three languages, the high-concept Tamil fantasy-horror Aghathiyaa is now taking Amazon Prime Video by storm, breaking into the platform’s Top 10 trending titles in India. The milestone marks a rare feat for a regional genre film, especially one as unapologetically ambitious as this.
Directed by lyricist-turned-filmmaker Pa. Vijay, Aghathiyaa conjures a battle between divine and demonic forces, anchored in mythology and marinated in mystery. With VFX grandeur reminiscent of global epics, the film follows an ordinary man entangled in a celestial tug-of-war with Action King Arjun Sarja, Jiiva, Raashii Khanna, and Yogi Babu delivering both gravitas and ghostly chills.
But beyond the visual razzle-dazzle, the film weaves in themes of colonial resistance and familial devotion, lending it emotional resonance rarely seen in the genre. The hauntingly beautiful score by Yuvan Shankar Raja doesn’t hurt either.
WAM India, founder & managing director Aneesh Arjun Dev shares, “Aghathiyaa was created as a passion project to blend storytelling with technology. Seeing it embraced by audiences on Prime is a proud moment for our entire team.”
With its digital footprint echoing its theatrical roar, Aghathiyaa might just become the flagbearer for a new wave of Indian fantasy-horror, where mythology meets mainstream magic.
Catch Aghathiyaa now streaming on Amazon Prime Video, and prepare for a showdown where the stakes are celestial.
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.
