iWorld
Special Ops 2 turns spy games into cyber lessons for a nation on edge
MUMBAI: When Special Ops 2.0 stormed onto JioHotstar, it wasn’t just another slick return for Kay Kay Menon’s unflappable Himmat Singh. This season traded bullets for breaches, exposing the murky world of cyber warfare, where the enemies aren’t men in balaclavas but faceless hackers armed with AI and a knack for digital deceit.
Leaning hard into real-world relevance, the campaign flipped a spy thriller into a wake-up call. Through partnerships with WhatsApp, Truecaller, and Paytm, Himmat himself schooled India on phishing scams, deepfakes, and UPI fraud. From a staged “leaked” document that redirected users to a PSA video to hyper-local AI-generated trailers calling out neighbourhoods by name, Special Ops 2.0 made cyber-threats impossible to ignore, reaching over 10 million users and sparking 22.4 million social interactions.
More than a campaign, it became a movement. Himmat’s rallying cry—“Yeh Himmat Ka Kaam Hai”—triggered a wave of user-generated content, racking up 3 million views and 13,000 organic posts. Fiction bled into fact, and India found itself bingeing not just on espionage, but on digital literacy.
In a world of data leaks and deepfakes, Special Ops 2.0 didn’t just entertain. It armed a nation, one click at a time.
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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.
