iWorld
Krafton Battlegrounds Mobile India launches new anthem
Mumbai: Battlegrounds Mobile India (BGMI), the popular online multiplayer game, is celebrating Father’s Day uniquely and unforgettably. Known for its intense battles and competitive spirit, BGMI is now turning the tables by immortalizing fathers’ favourite roasts and insults.
For BGMI players, in-game music sets the mood, but this Father’s Day, the ultimate motivation comes from transforming dad’s desi taunts into an epic gaming anthem as players battle it out on the virtual battlegrounds. Imagine hearing your dad’s witty lines as you engage in virtual combat!
“Father’s Day is about celebrating the quirks and idiosyncrasies that make our Indian dads special,” said Krafton senior marketing manager Prateek Kole. “Our ‘BaapGMI Anthem’ is a heartfelt tribute to the dads who add flavour to our gaming experience. It’s a gift to celebrate the humour and love that dads bring to our lives, virtual and otherwise.”
“Game music is a big deal for BGMI players—it sets the mood and gets them pumped while gaming. But let’s be real, there’s nothing quite like your dad’s shudh desi taane to get you going. This Father’s Day, we asked our fans to share their actual tanaas from their dads as voice notes, and we turned them into an epic anthem. Talk about motivation!”, added Creativeland Asia executive creative director Shyam Nair.
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.
