iWorld
Netflix India draws ire over a scene in A Suitable Boy
KOLKATA: Netflix India has landed in yet another controversy – this time, over a kissing scene in the series A Suitable Boy. The sequence depicting a Hindu girl kissing a Muslim boy against the backdrop of a Hindu temple seems to have offended a section of viewers as well as right-wing political leaders.
The outrage is not limited to #boycott anymore. Bharatiya Janata Party’s youth wing leader Gaurav Tiwari filed a police complaint about the drama for “shooting kissing scenes under temple premises.” The complaint named Netflix India VP content Monica Shergill and public policy director Ambika Khurana. According to Tiwari, the show encourages ‘love jihad’.
Narottam Mishra, the minister of home affairs in the government of Madhya Pradesh, also said on Twitter that he has asked the police to examine this controversial content. "This has extremely objectionable content which hurts the sentiments of people of a particular religion," Mishra commented.
A Suitable Boy is based on a 1993 novel by Vikram Seth and revolves around a young Hindu woman struggling with her mother's edict that she must soon be wed. The six-part series, originally produced by the BBC, is directed by acclaimed filmmaker Mira Nair, who is known for her big screen ventures like The Namesake, Queen of Katwe, and Monsoon Wedding.
This isn’t the first time the streaming giant has found itself in hot water with Indian audiences. Calls of #BoycottNetflix did the rounds on social media over the Telugu film Krishna and His Leela, apparently for associating the names of Hindu deities with erotic content. Deepa Mehta’s web-series Leila also stoked controversy, with naysayers claiming the show was propagating ‘Hinduphobia’. More recently, it was embroiled in a legal tussle over its documentary Bad Boy Billionaires when the fugitive moguls featured in the series challenged its broadcast in court.
The timing of the outcry is also to be noted, coming on the back of a recent government notification bringing content on OTT platforms under the regulatory ambit of the ministry of information and broadcasting.
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.
