iWorld
Brands join the First Copy wave on Amazon MX Player
MUMBAI: When a show strikes the right chord, it doesn’t just stay on screens, it creates a cultural movement. And that’s what First Copy on Amazon MX Player, Amazon’s free video streaming service has done. With its sharp, nostalgic tone and a title that practically writes its own punchlines, First Copy has sparked a trend no one saw coming. From FMCG to fashion and fintech, brands across sectors are joining in with a bold twist on their messaging, ‘Sirf ek original hai. Baaki sab first copy hai.’
The phrase, now synonymous with the series, has become a campaign theme adopted by everyone from Bikaji, Pulse, and Sunfeast, to Aashirvaad, Lee, Tata Soulful, Vadilal, each one tipping their hat to their own originality while nodding to the series that’s made “first copy” a part of everyday conversation. From crunchy snacks to digital wallets, dairy products to denim, the show’s influence is cutting across categories. Whether it’s “Iske deewanepan ka koi match nahi! Pulse hi hai asli OG, baaki sab toh bas #FirstCopy!” or “Bikaji bhujia mein hai ORIGINAL BIKANERI JADOO! Baaki sab? #FirstCopy,” or “Sirf Sunfeast Dark Fantasy hai #HarDilKiFantasy, baaki sab #FirstCopy hai,” each activation cleverly inserts itself into the world of First Copy.
Each brand is celebrating their product’s authenticity, while cheekily nodding to the show’s core theme that in a world full of duplicates, there’s only one worth watching. As the campaign continues to grow, First Copy has sparked conversations with multiple brands wanting to be a part of it. And in the age of scrolls, shares, and smart marketing, that’s the real original win.
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iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
