iWorld
Cricketer Hardik Pandya signs up with MX TakaTak
Kolkata: Short video platform MX TakaTak has onboarded cricketer Hardik Pandya on Monday. Pandya joins an increasing list of sportspersons who have joined the platform in the last few months. The Indian team player released an intriguing video as he makes a few bold fashion statements, grooving to the catchy MX TakaTak anthem.
Here is a glimpse of what’s in store for the cricketer’s fans on MX TakaTak.
With his eccentric yet incredible fashion sense already making headlines, Pandya takes it a notch higher on this short video app, giving his fans a chance to learn more about him off the field.
Speaking on the same, Pandya said, “This platform allows me to show my fans my life beyond the field, and I am looking forward to participating in upcoming challenges while being at my candid best. I had a blast picking the looks for this announcement video, I love trying out new and offbeat fashion trends, and you’ll get to see more such fun videos in the time to come. While we all wait for things to be normal again, I hope to stay connected and entertain audiences through MX TakaTak.”
MX TakaTak has shown exponential growth with consumer and creation experiences at its core. With maximum app downloads on Google Play Store and App Store in the first quarter of 2021, MX TakaTak has built a large community of content creators and long-tail influencers.
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.
