iWorld
‘Everyone’s Talking Prime’, everywhere, all at once with PivotRoots’ hyperlocal campaign for Prime Video
Mumbai: Prime Video, India’s most popular video streaming service, and its long-term agency partner PivotRoots – a Havas company collaborated to shine a spotlight on the OTT platform’s impressive content gallery by creating more than 500 hyperlocal promos using Google’s Ads Creative Studio (previously, Director Mix) for contextual user experiences.
[Director Mix Juhu]
PivotRoots amplified the reach of the campaign through Google’s comprehensive advertising tool that was deployed to conceptualize and produce over 500 custom promos across YouTube and Meta. These hyperlocal promos were tailored to the user’s location by incorporating, among other parameters, references to famous local landmarks like Juhu, Bandstand and Carter Road in Mumbai, Jal Mahal in Jaipur, Taj Mahal in Agra, Japanese Garden and Sabarmati Riverfront in Ahmedabad and Sion City in Kolkata, to add a personalised touch. For instance, a user targeted in Mumbai’s Bandra would receive a creative referencing ‘Carter Road’ to make it contextually relevant to that user.
The objective was to encourage users to indulge in the captivating world of movies and web shows that everyone is talking about. Elaborating on the relevance of hyperlocal campaigning in the current digital landscape, PivotRoots director – media Jinit Shah said, “Audiences are increasingly seeking personalised experiences. We delivered this with hyperlocal ads to every user who had seen the brand film, hence tying back to the theme of the campaign (Everyone’s Talking Prime), leaving users intrigued and with a sense of delight. “
[Director Mix Bandstand]
PivotRoots chief creative officer Hetal Khalsa emphasized the significance of maintaining a personal connection with the audience, stating, “Often with larger-than-life brand campaigns, the message tends to get lost as it trickles down to a wider audience, making the reach suffer. There was an innate need for a solution that delivered the brand message with utmost recall. The intent was to go as hyperlocal as we can with our custom brand messaging, targeting cities and towns across all 3 tiers and delivering it with a personal touch to elevate the impact.”
[Director Mix Japanese Garden]
Banner Ads
To augment the campaign’s reach, dynamic banner ads were strategically placed across multiple sites. These ads were tailored to the time of day and adapted to the specific day of the week, ensuring a customised brand communication approach across various channels.
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Prime Video’s ‘Everyone’s Talking Prime’ campaign marks a milestone in the streaming industry, setting new standards for engaging and hyperlocal brand communication. With its innovative use of technology and strategic partnerships with PivotRoots, Prime Video continues to solidify its position as the go-to platform for premium entertainment.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
