iWorld
MTS’s Discover reports 100 per cent traffic growth in 2014
KOLKATA: Sistema Shyam TeleServices Ltd (SSTL), the telecom services provider under MTS brand, which launched ‘Discover’, has witnessed a traffic growth of almost 100 per cent.
“It is witnessing a traffic growth of almost 100 per cent from 1 lakh to 2 lakh in 2014,” informed MTS India head, marketing communications Gaurav Kackar.
Launched in 2012, ‘Discover’ provides a platform to upcoming singers to showcase their talent.
SSTL also continues its association with the NH7 Weekender, a music festival. The weekender is a music festival conceptualised and started by Only Much Louder (OML), a management company for Indian music groups. The event started in Pune, but now has been expanded to Delhi, Bengaluru and Kolkata.
“As the music programme gets near, we experience 5,000-7,000 hits by music lovers every day. MTS is a youth oriented brand and I feel music and youth are inseparable. This is the best way to connect our brand with the young India. Also, the Facebook page of MTS brand has more than 2 million fans,” said Kackar.
Earlier, MTS had served as a launch pad in India for some great Indian and international artists from Dhruv Visvanath, Nischay Parekh and Prateek Kuhad to Cardiff folk duo Zervas & Pepper and Australian alternative pop sensation Kate Miller-Heidke.
Besides the music festival, the company will also set up a special ‘MTS Lounge’ where fans would be entertained with some surprise performances.
The Bacardi NH7 Weekender 2014 festival is scheduled to start from 1 November 2014 in Kolkata and will end on 30 November in Delhi.
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.
