iWorld
SonyLIV roped in 100+ advertisers for India’s tour of Sri Lanka, Tokyo Olympics
Mumbai: OTT platform SonyLIV has seen a three-fold increase in viewership since mid-July, it said on Monday. This growth in viewership has been attributed to a packed sporting calendar including India’s tour of Sri Lanka, and the recently concluded 2020 Tokyo Olympics.
According to the streaming platform, more than 100 advertisers came on board for India’s tour of Sri Lanka and Tokyo 2020 Olympic Games. SonyLIV reported clearing 99 per cent of the total advertising inventory on the back of tremendous support from advertisers.
Sponsors comprised brands like Maruti Suzuki, LIC, JSW (Jindal Steel), WazirX, Vimal, Swiggy, Betway, Fresh to Home and MPL. Advertisers from various sectors like AMFI, Apple, Tata Motors, RBI, Hindustan Unilever Ltd, Amazon, Herbalife, Visa, Amul, TVS Eurogrip Tyres, NPCI, Accenture, Acer, Dafanews, CoinDCX, Abbott, Cars24, Medibuddy, Bridgestone, Raymond, Yamaha, Fastrack and GoDigit invested in the platform.
The platform tied up with Google for their organised search results page (OSRP) to enhance consumer engagement. With this collaboration, users searched and watched their favourite team or athlete’s medal-winning performances, world record clips, medal event highlights, comprehensive day-wise India highlights, and more on Google OneBox in the form of SonyLIV VODs.
The high-octane sports calendar continues to burn with India’s tour of England that started airing on 4 August.
“While majority of the Euro 2020 advertisers continued their association, we boarded more than 100 advertisers. We are grateful to our partners who continue to extend support to all our sporting events. With sports consumption on the rise, we are confident of onboarding new brands for the India-England series”, said SonyLIV, senior vice president and head of ad revenue, Ranjana Mangla.
“The association with Sony and SonyLIV has been truly outstanding – working with a team that is as passionate as JSW with regards to the Olympics has truly been a pleasure and is something we at the JSW Group hope to do again in the very near future”, said JSW Cement, JSW Paints managing director and JSW Sports and IIS founder, Parth Jindal.
“Our association with SonyLIV as the co-presenting sponsor for the Tokyo 2020 Olympic Games has been very fruitful as it enabled us to connect with sports enthusiasts across the country. For the first time in India, SonyLIV’ s coverage with 20 LIVE streams, has given the viewers a chance to watch their favourite sport and not miss any action. India has already won multiple medals and our association with ‘Tokyo 2020, India’s Top Moments’ and ‘Top Athletes’ segments helped achieve the desired engagement for the brand. We look forward to the forthcoming sporting events on the platform”, said Maruti Suzuki executive director Shashank Srivastava.
“Our partnership with SonyLIV India to co-present for the Euro 2020 and India Vs Sri Lanka cricket series through our #IndiakaBitcoinExchange campaign not only helped us land the right knowledge on crypto but also bust the misconceptions around crypto investments. It helped us stay true to our vision to make crypto mainstream in India”, said WazirX, chief executive officer WazirX, Nishcal Shetty.
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.
