iWorld
Sistema Shyam TeleServices to launch innovative services
KOLKATA: Sistema Shyam TeleServices Ltd (SSTL), the telecom services provider under the MTS brand, aims to launch innovative services early this year for smart phones. It is looking at launching devices, which can act as chargers as well as wireless internet for the smart phone users.
Also, the data-led brand, had witnessed upwards of around 100 per cent increase in online marketing spent in the calendar year 2014 as compared to that last year 2013.
“SSTL is looking at launching devices which can act as a charger as well as wireless internet for the smart phone users. Test phase is on,” said MTS India head of marketing and communications Gaurav Kackar.
On the online marketing spent, without quantifying the budget Kackar, explained that if in the corresponding period the company spent Rs 100, around 20 per cent was dedicated for online advertisement spent and last year, it was increased to around 50 per cent. “We have almost doubled our share on online marketing spend,” he said.
Also, the Facebook page of MTS brand has more than two million fans, he said.
MTS expects surge in data traffic. “SSTL expects strong data growth over its networks,” he said.
The company foresees exceptional data growth onto its networks. The Indian unit of Russia’s Sistema JSFC that operates under the MTS brand operates in nine out of 22 telecom circles in India.
MTS, mainly a prepaid data services, has made its mark too when it comes to post paid services. “In the last three months, post paid growth has almost doubled,” he said.
The company has, of late, shifted its focus to data-centric services such as video streaming.
Postpaid consumers pay Rs 999 instead of Rs 1,499 for the MTS MBlaze Ultra Wi-Fi dongle. Additionally they can also opt for 40GB data pack at Rs 999, among various other offers, concluded Kackar.
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.
