iWorld
Vi partners with Firework to offer vertical video stories to users
KOLKATA: Telecom operator Vi has inked a strategic partnership with Firework, the world’s largest story publishing platform based in Silicon Valley.
This is the first time an Indian telecom operator has offered the Stories format to its users. Globally, almost every platform is adopting the Stories format to enable higher engagement for its audiences. The partnership allows Vi to leverage Firework's massive content repository from global content studios and also get access to unique occupational generated content (OGC) creators who are expert storytellers across a wide genre of subjects.
“We provide an array of content from multiple OTT players varying across genres like live TV, movies and web series in multiple languages on Vi Movies and TV app. Vi is excited to be the first Telco to partner with Firework for powering the most trending short videos, specially curated for Vi customers. The format is designed to entertain you in ‘30 seconds’ across various categories and interests. Mobiles have become the preferred screens for entertainment and the average time spent on watching short videos is significantly higher than long-form content, demonstrating that the engagement levels provided by short videos remain unparalleled. Through our partnership with Firework, Vi subscribers will get a wide choice of trending stories across genre and languages,” Vi chief marketing officer Avneesh Khosla said.
Firework president at Mobile Anand Vidyanand said, “Vi’s users can now enjoy their favorite content without the need of downloading another app. With this partnership, Firework is further strengthening its reach across telecom operators, device manufacturers, and app developers. Firework is fully committed to Vi’s vision in bringing the best occupationally generated short-video content to its customers across nearly 40 delightful categories, including multiple Indic languages.”
While the collaboration enhances Vi’s customer experience and Firework’s reach significantly, it also addresses the need of the creator community with exceptional discoverability in a cluttered content space, pivotal on Firework’s large story ecosystem globally that include top tier traditional publishers, OEMs, network operators, and blogs.
iWorld
X’s global marketing head Angela Zepeda steps down
Former Hyundai CMO steps down from Elon Musk’s platform
LOS ANGELES: Angela Zepeda has stepped down as head of global marketing at X, bringing her 18-month stint at the social media platform to a close.
The development, which was not formally announced by the company, has surfaced through updates to Zepeda’s LinkedIn profile, indicating that she exited the role in February 2026. Her departure comes at a time when X continues to evolve its brand identity and advertiser relationships following its high-profile rebranding.
Zepeda joined X in September 2024, tasked with shaping global marketing strategy and strengthening the platform’s appeal to brands. Her tenure coincided with a period of transition, as the company worked to redefine its positioning in a competitive and often turbulent social media landscape.
Prior to her role at X, Zepeda held senior leadership positions at Hyundai Motor America, where she served as chief marketing officer for nearly five years. She briefly took on the role of chief creative officer before moving on, marking a notable chapter in her corporate career.
Her résumé spans decades across advertising and marketing, including leadership roles at INNOCEAN USA, where she served as senior vice president and managing director, as well as stints at Quigley-Simpson and Lowe Campbell Ewald. Over the years, she has built a reputation for steering brand strategy and driving business growth across industries.
Neither Zepeda nor X has publicly commented on the move, and her next step remains unclear. Still, her exit adds another twist to the ongoing narrative at X, where leadership shifts have become almost as frequent as timeline refreshes.
