iWorld
Twitter India brings in Samiran Gupta as public policy head
Mumbai: Twitter India has announced the appointment of public policy veteran Samiran Gupta as head – public policy and philanthropy, India and South Asia.
Gupta is an experienced public policy and stakeholder engagement leader. He has over 30 years of experience, much of which has been spent in assisting corporations set up industrial and services activities. His strengths lie in leadership roles linking business and public affairs skills to corporate strategy.
Prior to joining Twitter, Gupta was with Internet Corporation for Assigned Names and Numbers (ICANN) as head of stakeholder engagement, South Asia.
Announcing Gupta’s appointment on the microblogging platform, Twitter’s senior director public policy & philanthropy, APAC, Kathleen Reen said, “Pleased to welcome @Samiran01 to @Twitter to lead our public @Policy & philanthropy efforts in India & S Asia. A deeply respected leader in public affairs & tech policy, we’re excited Samiran joins our journey toward an inclusive & open Internet that empowers public conversation.”
“Thrilled to join Twitter to lead the Public Policy team’s work and engage with govts, NGOs, and partners in India & South Asia. Can’t wait to get started with the incredible Policy team and contribute towards an Internet that is a global force for good,” replied Gupta.
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.
