iWorld
Helo and India Film Project partner for ‘Campus Connect season 2’
MUMBAI: Helo and India Film Project have partnered for season 2 of Campus Connect. The partnership aims to encourage content creators at grassroots level and provide them a platform to showcase their talent to a wider audience.The association also allows Helo’s diverse community to explore fresh and professionally generated content in addition to learning filmmaking techniques directly from IFP’s reputed mentors.
As part of this initiative, Helo and IFP are organising workshops followed by a 24-Hour filmmaking challenge in 20 of India's leading colleges including IIM Ahmedabad, IIT (Bombay, Madras, Kharagpur, Hyderabad), Hindu College, DTU etc. Helo is also hosting an in-app contest called #IFPMyMovie2020, for users to engage and create videos across various themes such as education, social responsibility, emotions, food, entertainment and humour. The winners of the contest stand a chance to win exciting prizes, including a chance to feature their videos in flagship India Film Project event in October.
Helo has emerged as one of the biggest hubs for the most innovative user and professionally generated content in 14 different Indian languages. The project has been successfully executed in 16 colleges until now and has till today witnessed a participation from over 8000 students. Campus Connect in the second season is looking forward to witnessing more than 800 short films made in multiple Indian languages as well as more than 10,000 enthusiastic creators across the workshops held in different parts of the country sharing their ideas and love for the films.
Helo Creator Strategy and Growth head Raj Mishra said, “At Helo, we are committed to empower budding content creators with best possible opportunities to showcase their creativity through our platform. Our partnership with IFP for campus connect 2 is a testimony of our endeavour to bring the best quality content on our platform and foster an enabling environment of cross learning. We have received an overwhelming response from our existing users and are confident that this association will further motivate and encourage like minded people to connect, create and share quality content in their native languages.
India Film Project founder Ritam Bhatnagarsaid, “At IFP we strive to bring the best experience and opportunities to content creators across the country. Campus Connect helps us connect, encourage, interact and help the young talent that our country has. With Helo’s large and growing user base, we are able to provide a huge audience to the young filmmakers who are usually looking for more viewers. We are glad to have Helo on board with all the opportunities, exposure and incentives they have to offer for the participants.”
Helo users can participate in the contest by creating videos under hashtags #IndiaFilmProject2020, #IFPMyMovie2020. The national project is slated to end on 30th April 2020.
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.
