iWorld
Prime Video says India still awaits its own superhero in streaming boom
MUMBAI: Prime Video India is hunting for the country’s first true homegrown superhero. Speaking at the CII Big Picture Summit 2025, Nikhil Madhok, director and head of originals, said the streaming market is flush with opportunity but still missing a breakout Indian hero rooted in local culture and mythology.
In a powertalk with Suhani Singh of India Today, Madhok said Prime Video is in the middle of its strongest growth phase yet. Nearly 25 per cent of its viewers over the past year were new to the service, he noted, while the pipeline of shows, films and unscripted series greenlit for the next 12–18 months is the platform’s biggest since launch. More than 100 originals are in development or production.
The creative shift within streaming, he said, is unmistakable. Crime thrillers may have dominated early on, but audiences are now flocking to more layered, emotional and rooted narratives. He pointed to hits such as Panchayat, Gram Chikitsalay and Dupahiya, along with a surge in female-led stories like Khauf. Women lead more than 80 per cent of head-of-department roles across originals, and 60 per cent of writers’ rooms.
Prime Video receives 500–600 pitches a month, but only a few advance. What cuts through, Madhok said, are ideas driven by passion, clarity and conviction: not creators tailoring stories to a perceived brief. First-time showrunners behind Khauf and Dupahiya exemplify the kind of authorship the platform seeks.
He dismissed the notion that star power drives greenlighting. “We’re not looking to cast big names, we’re looking to cast great talent,” he said, citing Mirzapur, whose cast rose to fame after the show and new titles built on fresh faces. Independent films such as Stolen, In Transit and Girls Will Be Girls also underscore the platform’s appetite for distinctive voices.
Prime Video’s franchises continue to grow aggressively. The Family Man season 3 became the streamer’s most watched series of 2025, pulling in three to four times the audience of earlier seasons. More than 60 per cent of its fiction slate has returned or is in development for new seasons, while fresh IPs like Call Me Bae, Dupahiya and Khauf have secured second-season orders. In unscripted shows, such as The Traitors and Two Much with Kajol and Twinkle have surged.
Yet, Madhok believes a major frontier remains untouched. India, he argued, has not yet created an original superhero fit for streaming, one drawn from its own mythology, not a Western import. “Can we create our own homegrown superhero that becomes the next big thing?” he asked. “That’s the beauty, the stories are all there, waiting to be told.”
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
