iWorld
Snapchat and IAA help creatives tap into the future of AR storytelling
MUMBAI: If advertising is chasing the next big idea, Augmented Reality might just be the plot twist nobody saw coming. And last evening, India’s creative community got a front-row seat to that future as the International Advertising Association (IAA) India Chapter, in partnership with Snapchat, unveiled ‘The Vibe,’ a first-of-its-kind immersion into how AR could rewrite the rules of brand storytelling.
Held in Mumbai, the showcase pulled in 150 plus top creative professionals from agencies that shape India’s cultural pulse, Ogilvy, McCann, VML, Leo Burnett, Accenture Song, Schbang, Havas, Tilt Brand Solutions, Talented, FCB Kinnect, 22 Feet, WATConsult, Moonshot, Rediffusion, Creativeland Asia, Dentsu Creative, Mullen Lintas, Lowe Lintas, Madison Communications and many more. A gathering this stacked made one thing clear: when Snapchat calls, the industry shows up.
The evening opened with a warm welcome from Abhishek Karnani, President, IAA India, followed by Kranti Gada, IAA Mancom Member and lead for the IAA Young Professionals Programme. She underscored the initiative’s mission empowering under-35 talent through exposure, learning and collaborations that matter in an industry being reinvented in real time.
Setting the tone for what AR means today and what it could become tomorrow Snap Inc., director & head of content & AR partnerships Saket Jha Saurabh mapped out the growing significance of augmented layers in creative work. For agencies and brands navigating fragmented attention spans, AR isn’t just a gimmick anymore; it’s a behaviour.
The spotlight then shifted to Snap Inc., creative lead Avijit Pathak who delivered a deep-dive session into AR workflows, tools, and campaign applications. From lens-building to AR-native storytelling, the walkthrough offered a practical look at how brands can elevate engagement by inviting audiences to step into the story instead of just watching it.
A lively fireside chat followed, featuring Snap Star Amulya Rattan, moderated by Roxanne Chinoy from Snap’s Talent Partnerships team. With a combined 9 million-strong community across platforms, Amulya unpacked how AR effects have become essential to creator expression not just beautification, but world-building.
During the open Q&A, attendees grilled the panel on campaign execution, collaborative frameworks, and real-world case studies. The questions made it evident that AR has moved from fringe experiment to creative toolkit with many wanting to understand how to integrate it into brand narratives without losing authenticity.
Then came the moment that stole the evening guests trying on Snap’s AR Spectacles. The hands-on experience transformed abstract concepts into immersive reality, giving creatives a glimpse of next-generation storytelling in full 3D, full motion, and full imagination.
As conversations flowed into networking over food and drinks, one thing became clear: ‘The Vibe’ wasn’t just a demo, but a cultural nudge. AR is no longer a cool add-on, it’s a creative canvas. And with collaborators like the IAA and Snapchat pushing the industry forward, India’s next big brand story might just be one you can literally step into.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
