iWorld
Prime Video unveils Dil Dosti Dilemma
Mumbai: Prime Video, India’s most loved entertainment destination, today unveiled a delightful and heartwarming trailer for its upcoming young adult drama, Dil Dosti Dilemma. An adaptation of the book ‘Asmara’s Summer’, published by Penguin Random House and authored by Andaleeb Wajid, this intriguing coming-of-age Original series has been produced by Ten Years Younger Productions with Seema Mohapatra and Jahanara Bhargava serving as Creative Producers. Directed by Debbie Rao and written by Anuradha Tiwari, Bugs Bhargava Krishna, Raghav Dutt, and Manjiri Vijay, the seven-part series is a feel-good drama that emphasizes the significance of embracing one’s roots, nurturing relationships, and discovering oneself. The series boasts of a talented ensemble cast including Anushka Sen, Kush Jotwani, Tanvi Azmi, and Shishir Sharma in lead roles, supported by Shruti Seth, Suhasini Mulay, Vishakha Pandey, Revathi Pillai, and Elisha Mayor playing pivotal roles. Dil Dosti Dilemma will premiere in Hindi, with dubs in Tamil, Telugu, Malayalam, and Kannada, exclusively on Prime Video in India and across more than 240 countries and territories worldwide on April 25.
The trailer introduces viewers to Asmara- a witty and charming young girl from a privileged family in Bengaluru, who is excited to spend her summer holidays in Canada. But her plans take an unexpected turn when she ends up at Tibbri Road, the middle-class neighborhood of her maternal grandparents. What she initially views as a punishment soon becomes a journey of new experiences and realizations. Through some mishaps, new friendships, a budding romance, and many heartwarming moments, Asmara begins to understand that there is more to life than material things and luxury vacations.
Debbie Rao, the director of the series, shared, “Dil Dosti Dilemma is a special project for me, marking my second collaboration with my favorite streaming service – Prime Video, following our work on Pushpavalli. When I came across the script, what struck me was its ability to deliver a wholesome narrative that resonates with everyone featuring relatable characters one can truly connect with. Throughout the making of the series, we tried to stay true to the characters, their emotions, and the bonds between different generations – from teenagers to grandparents. I’m proud of what we’ve achieved, and I’m confident it will capture the audience’s hearts worldwide, in more ways than one.”
Sen, who brings Asmara to life in Dil Dosti Dilemma, shares, “Reading the script of this series, was like finding a piece of myself in Asmara’s character – she’s both familiar and unique in her own way. What really drew me to this story, is that it is a celebration of friendships and the importance of family bonds. I believe Dil Dosti Dilemma is a fresh, relatable story that speaks to people of all ages. I’m grateful to our director Debbie, the producers, and the entire Prime Video team for believing in me and giving me this opportunity to portray such a complex, endearing, and relatable character. I’m eagerly looking forward to the series’ launch on April 25, both in India and in over 240 countries, and I can’t wait to see the audiences’ reaction to this beautifully crafted story.”
“I am so thrilled to make my acting debut as Farzaan in Dil Dosti Dilemma, which will always hold a special place in my heart. This show taught me some important life lessons like the significance of self-belief and staying true to oneself, no matter the situation or consequences. It also showed me the power of love and relationships, which have reflected in my performance, adding depth to my character. I’m excited to see how audiences react to my work in Dil Dosti Dilemma,” shared Kush Jotwani.
Azmi, who portrays Asmara’s Nani (maternal grandmother) in the series, shared, “Throughout my career, I’ve always gravitated towards roles that feel real because I believe that authenticity truly challenges an actor. My character in Dil Dosti Dilemma embodies pride in her roots, she embraces change gradually, and is sometimes stubborn but also sees the best in others. I was particularly impressed by the meticulous casting done by the creators and Prime Video, as I believe that it is the most crucial element in bringing a story to life. I have complete confidence that this series will resonate deeply with audiences. It has heart, soul, and relatability that will captivate their attention from the very beginning. I eagerly await the series’ premiere on April 25 on Prime Video and invite everyone to experience this beautiful narrative unfold.”
Sharma, who portrays Asmara’s Nana (maternal grandfather) in Dil Dosti Dilemma, shared his experience working on the series, saying, “Dil Dosti Dilemma marks my third collaboration with Prime Video after Made in Heaven and Permanent Roommates. When I was approached for this series, I learned about its origin in the book ‘Asmara’s Summer’ by Andaleeb Wajid, which immediately caught my attention. Dil Dosti Dilemma serves as a vibrant adaptation of this tale, skillfully capturing its authenticity and relatability while preserving its essence and conveying a touching message about relationships and community. I am confident that audiences, both in India and globally, will deeply appreciate this series for its portrayal of timeless emotions surrounding love, friendships, and embracing one’s legacy and roots.”
iWorld
Meta introduces new AI tools to boost discovery-to-purchase journey
From shoppable Reels to generative video, platforms get smarter at turning attention into sales.
MUMBAI: Meta is turning “scroll and stop” into “scroll, stop, and shop” and it’s using AI to make the whole journey feel almost effortless. The company has announced several new tools and enhancements designed to help brands guide people from discovery to purchase more effectively, while delivering more relevant and personalised experiences across its platforms.
Creators can now add product links more broadly on Instagram Reels, turning their content into shoppable moments. Businesses in 22 countries, including India, will soon be able to share their product catalogues with creators, opening up a new sales channel for brands and fresh monetisation opportunities for creators.
The Creator Marketplace has also been upgraded with enhanced target audience filtering, integrated with Ads Manager. This helps businesses quickly find creators who are a strong match for their goals. Campaigns using Partnership Ads deliver, on average, 19 per cent lower CPAs, 13 per cent higher click-through rates, and 71 per cent higher median brand lift.
Meta is expanding Reels Trending Ads inventory with new content categories including TV & Movies, Travel, Business, Finance & Investments. According to Meta’s analysis of 59 studies, Reels Trending Ads delivered an incremental 6.6 percentage point Ad Recall lift compared to control groups.
AI-Powered Shopping Enhancements
- Product Set Optimisation is now in testing, allowing retail media networks to promote specific products with detailed reporting. Early results show 17 per cent lower median seller cost per purchase.
- Product Showcase is being expanded so marketers can upload one image or video and let Meta’s AI automatically add relevant products as a carousel when it improves performance.
Meta is expanding its generative AI capabilities with:
- UGC-style videos featuring avatars and voiceovers
- Easier voiceover translation and text overlay translation in a single streamlined flow
- New tools to automatically turn product catalogues into dynamic video ads for Reels
Early testing of the Advantage+ creative video generation tool showed a 10 per cent increase in CTR and 8 per cent increase in CVR on average. Campaigns using catalog product video saw 20 per cent more conversions per dollar, while Reels placements with catalog product video delivered 33 per cent higher incremental conversions.
Industry voices welcomed the updates. Vikas Chawla of Social Beat called Partnership Ads a “flywheel” for authentic content that converts. Niti Kumar of Spark Foundry and Sadhvi Dhawan of Blink Digital highlighted the power of Reels Trending Ads for cultural relevance and guaranteed share of voice. Ramasish Bhowmik of Adbuffs noted that Meta’s GenAI tools are giving teams a clear competitive edge.
In a world where attention is fleeting but shopping intent can spark in seconds, Meta is betting that smarter AI will help brands turn discovery into decisions faster than ever. The message is clear: the future of advertising isn’t just about reaching people, it’s about reaching them at exactly the right moment, with exactly the right product.






