iWorld
Jio Studios & Reliance Entertainment brings epic web series ‘Paan Parda Zarda’
Mumbai: Jio Studios unites exceptional creative minds with the launch of their high-octane gangster drama Paan Parda Zarda which went on the floor on 27 September. Conceptualised and produced in association with Reliance Entertainment and Dreamer and Doers Co, the web series will see a powerhouse of creative forces coming together including ace directors Gurmmeet Singh (Mirzapur and Inside Edge) & Shilpi Dasgupta along with Mrighdeep Singh Lamba (Fukrey franchise), Suparn S Varma (Sirf Ek Bandaa Kaafi Hain, Family Man and Rana Naidu) and talented writer duo Hussain Dalal & Abbas Dalal (Bambai Meri Jaan, Farzi, Brahmastra), Radhika Anand & Vibha Singh.
The ensemble for Paan Panda Zarda boasts an impressive lineup of talent featuring Mona Singh, Tanvi Azmi, Tanya Maniktala, Priyanshu Painyuli, Sushant Singh, Rajesh Tailang and Manu Rishi. The grand-scale series will unfold against the backdrop of illustrious locations in Central India.
Showrunner and co-director of the series Gurmmeet Singh said “We are excited about starting a brand-new journey with Paan Parda Zarda in collaboration with Jio Studios. The series has a unique colour and texture, it is page-turning entertainment with elements of love story, action, and family drama set against the backdrop of illegal opium smuggling in Central India. Developed from an original story created by Showrunner and Co-Director Shilpi Dasgupta, the interwoven relationships are the key to this series, nuanced by a fantastic writing room. We cannot wait to start filming with our phenomenally talented cast and crew”
Showrunner Mrighdeep Singh Lamba said, “Paan Parda Zarda is a labour of love that has been created after years of research and writing prep. The audience will relish watching the story unfold in a previously unexplored milieu. This is a beautiful moment for Gurmmeet Singh, Shilpi Dasgupta and myself as it has been a long-standing dream to take this story to the audience”
Writer, Suparn S Varma said, “Creating the romantic and violent world of Paan Parda Zarda was liberating. Our imagination gave wings to characters and situations which break the usual cinematic norm. The series also gave me the opportunity to collaborate with old friends and new which was an added advantage, making the process deeply satisfying.”
Paan Parda Zarda is a thrilling gangster drama series set against the backdrop of illegal opium smuggling in Central India. A compelling story where battle lines are drawn between family and loved ones and allegiances are switched, the series promises to be a powerful entertainer.
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.
