iWorld
Planet Marathi launches anthem song featuring Marathi film & TV celebs
Mumbai: Planet Marathi, the first-ever Marathi OTT platform for exclusive regional content, has released an anthem saluting the pride of the Marathi language.
The song features prominent names from the Marathi film and television fraternity, namely, Sharad Kelkar, Amruta Khanvilkar, Sonalee Kulkarni, Tejaswini Pandit among many others.
Directed by Pushkar Shrotri, the song is penned by lyricist Sameer Samant and composed by Kaushal Inamdar. Mithilesh Patankar and Amit Padhye have arranged the musical treat. Swapnil Bandodkar, Adarsh Shinde, Yogita Godbole, and Vaishali Made have crooned it, with backing from Suzanne D’mello and Leon D’souza.
Actor Sharad Kelkar shared his thoughts on being a part of this anthem and said, “Today Marathi industry is looked upon as a regional entertainment industry, whereas we are more than the language. We are part of a legacy that is centuries old. The planet Marathi anthem truly honors that legacy and so does this platform.”
Amruta Khanvilkar commented, “Being a part of Planet Marathi Anthem was like being a part of Marathi history, culture, pride, and its heritage. It was an amazing experience to be sharing the screen with almost every Marathi superstar. Planet Marathi has taken a bold and revolutionary step towards strengthening the industry and binding us together. This song signifies the spirit of togetherness. Also talking about Akshay who comes with a strong vision and I trust with what he steps into.”
Tejaswani Pandit said, “It is so exciting to be a part of this movement that Planet Marathi OTT has started. The movement of digital transformation in Marathi entertainment is marked by this anthem that speaks about the unified force that the Marathi entertainment industry is. I am so overwhelmed to be a part of this one big family that is steering the industry towards a better future.”
Planet Marathi head & CMD Akshay Bardapurkar said, “Planet Marathi has always been on an endeavour to raise the bar for Marathi language, entertainment, art and talent. With the launch of our Planet Marathi OTT platform, we have redefined Marathi entertainment for the world. The new wave in Marathi has already begun, it is only right to coronate this landmark moment with an anthem that invokes the same pride in every Maharashtrian heart. I am grateful that every prominent face of the Marathi entertainment industry has proactively joined this movement. This industry has time and again demonstrated that we are one big family that steers the industry towards a glorious future. This anthem will surely inspire the audiences with the same comradery.”
Planet Marathi OTT, powered by Vistas Media Capital, was launched with the release of first-ever Marathi TVOD film “June” on 30 June.
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.
