iWorld
Asian Paints’ collaborates with Disney+ Hotstar’s ‘Home Dancer’ show
KOLKATA: Paint category leader Asian Paints has joined hands with premium online streaming platform Disney+ Hotstar’s dance reality show Home Dancer for a consumer engagement innovation. Through Home Dancer, an online dance competition, Disney+ Hotstar offered dance lovers a unique chance to showcase their moves from the comfort of their homes where each week, participants chose a track on the app and uploaded a video on the microsite. This way, they continued to pursue their passion for dance notwithstanding the lockdown in India.
Asian Paints recently introduced its ‘Safe Painting’ services that aims to provide consumers with a safe painting environment and hassle-free, faster and professional experience. Consumers can now make their cherished space – home – an even more wonderful space as they stay indoors, maintaining social distancing during the current pandemic.
Home Dancer is a unique show, where participants shot their dance videos in their favourite, most important corners of their homes. The show and the ‘Safe Painting’ solutions are never-seen-before innovations born as a necessity of the onset of social distancing. Asian Paints thus saw this as an opportunity to partner with the series via an impactful in-show integration.
Speaking about the campaign, Madison Media chief digital officer Vishal Chinchankar said, “Our strategy was to build awareness about the safety measures of Asian Paints’ new Safe Painting service. Impact properties played a vital in this launch and helped build strong association and create consideration amongst consumers Most of the networks are unable to air any fresh content due to the pandemic, with Disney+ Hotstar’s Home Dancer being one exception. The show and Safe Painting focus strongly on indoors, making the torrid times of social distancing bearable for consumers with uninterrupted service. We believe the synergies matched perfectly for an effective in-show integration that communicates to millions.”
Speaking about the integration, Star and Disney India Ad Sales head Nitin Bawankule said, “With Home Dancer, Disney+ Hotstar has democratised content for viewers in this unprecedented time of social distancing. Asian Paints has empowered consumers by letting them optimize time and get their homes repainted, aligning all social distancing and safety norms. The collaboration of these two brands for this innovation seemed absolutely natural and points to the evolution of marketing hereon.”
The integration played out in Home Dancer’s episode 8, themed around ‘weddings, shows the conversation between the host Karan Wahi and his mother wherein she suggests Karan to give Asian Paints’ ‘Safe Painting’ service a try. The latter part of the episode highlights the quick service from Asian Paints as Karan receives a call from an Asian Paints executive, explaining all the strict safety, hygiene and social distancing measures employed by painters within the ‘Safe Painting’ service. Getting excited about the new initiative, Karan asks the audience to try out the service and signs off informing them about the missed call number.
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.
