iWorld
ShemarooMe adds comedy genre in its offering for viewers
MUMBAI: ShemarooMe, the video streaming OTT platform by Shemaroo Entertainment Limited, India’s leading content powerhouse, today announced the launch of its new genre Comedy category. This show will see rib-tickling comedy from famous comedians like Bharti Singh, Ali Asgar, Sahil Khattar, Sungandha Mishra, Balraj Sayal, Suresh Menon and many more.
ShemarooMe's comedy category will showcase interesting and engaging content that will provide a daily dose of comedy to all the viewers. This category will be added to the host of existing content offerings by ShemarooMe which is spread across Bollywood, Gujarati, Marathi, Punjabi, Devotional, Kids etc. catering to the preferences of audiences of all age groups.
ShemarooMe, launched in February 2019 is making a mark in the OTT eco-system by offering a diverse range of content for its viewers across India and other global markets. The new Comedy category will witness a wide variety of shows under original short format series and original Bollywood based comedy shows.
The shows will range from spoofs on stand-up comedy, chat shows, never seen before debate series, prank shows, Bollywood movies with mimicry and creative dialogues and much more. The initial line-up of the category will see shows such as ‘No News Network’ starring Sugandha Mishra, ‘Bharti ka Show – Ana hi Padega’, ‘Sahil Khattar’s Fact De India’, ‘Stars ki Chutki’ which will see celebs talking about their life journey, ‘Hasgulla – Kaviyon Ka Swag’, ‘Scene Smash’, ‘Bollywood Roast’, ‘Aisa Maine Suna Hai’, amongst other unparalleled formats with interesting concept that will tickle the funny bones of the audiences.
Commenting on the launch of comedy category, Shemaroo Entertainment Limited CEO Hiren Gada said, “Comedy being a universal entertainment genre, we want to aggregate, produce and curate an excellent show line-up which is engaging and will ensure that our audiences are glued to their screens. We already have a lineup of content from the best of the comedians in the industry and we hope to add more names and artists to this brand wagon. Our focus is to stay true to our tagline “INDIA KHUSH HUA’ and bring out the essence of our virtues through the new offerings.”
Consumers will be able to enjoy the Comedy Category on ShemarooMe, along with Vodafone Play, Idea Movies & TV, Apple TV and Amazon Fire TV stick.
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.
