iWorld
Truecaller appoints Vikas Khanna as senior director, ad sales
BENGALURU: Truecaller has drafted in Vikas Khanna as senior director, ad sales, tasking him with scaling the company’s direct advertising business as it moves into the next phase of growth in India.
Khanna will lead Truecaller’s direct sales operation, with a mandate to deepen brand partnerships, drive adoption of premium direct-only inventory and build industry-vertical-led advertising solutions. The appointment comes as Truecaller doubles down on a more structured, outcome-driven ads strategy built around data, sharper measurement and AI-powered insights.
The shift includes tools such as the ROI of Trust framework, designed to help advertisers quantify impact in an environment where credibility and attention are increasingly scarce. Truecaller is positioning its ads business around trust-based engagement rather than blunt reach.
Khanna brings more than 25 years of leadership experience across print, television and digital media. He joins from senior roles spanning JioHotstar, Star Sports, iTV Network, TikTok, NewsX, CNBC-TV18, NDTV Network, The Times of India and Mail Today from the India Today Group.
His arrival bolsters the Truecaller Ads leadership bench at a time when brands are demanding accountability, precision and proof of performance from platforms.
As digital advertising chases relevance and results, Truecaller is betting on trust, data and seasoned leadership. With Khanna at the helm of ad sales, the platform is signalling that the next growth sprint will be measured not by noise, but by outcomes.
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.
