iWorld
TVF launches mockumentary titled ‘Not Fit’
MUMBAI: The Viral Fever (TVF) founded by Arunabh Kumar, has released an original mockumentary series titled Not Fit. The trailer and the first episode of the web series was aired on 16 December, 2015 on TVF Play. The series is created by Dice Media.
The new series follows the path of the popular web series Pitchers, which was a success. The series is written and directed by Sudev Nair and is a tongue-in-cheek look at the world of aspiring actors and the weird and wonderful environment they inhabit.
Talking about the new series, Kumar says, “The fabulous team of Dice Media led by Ashwin Suresh and Anirudh Pandita along with Sudev Nair have been able to create an original series that is akin to our TVF mantra and we are happy to have them as our partners.”
“We are extremely proud to have created Not Fit, soon after the tremendous success of our previous videos,Ban Ban, and Neta Sabki Leta. We are working hard to bring more engaging and entertaining content to young Indian audiences and look forward to collaborating with Arunabh and his team,” added Dice Media co-founder Ashwin Suresh.
Speaking about the new initiative Dice Media co-founder Anirudh Pandita said, “We’re happy to partner with TVF on this series. We believe the company has the right audience for this show and this partnership allows us to showcase our content to them. The two brands have a common mission, which makes us natural partners as we push the envelope when it comes to content formats in India.”
The prequel of to the series is already out on YouTube.
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.
