iWorld
Yatra.com partners with YouTube sensation Prajakta Koli
MUMBAI: Yatra.com has partnered with YouTube sensation Prajakta Koli. Koli aka Mostly Sane, who has over one lakh subscribers on her channel, will now create a special Yatra playlist called ‘Mostly Yatra’
Known for adding humor to the most mundane things that we come across in our daily life, through this series, she will be seen imparting her Yatra gyaan which is her witty take on being a traveler and various experiences and encounters that one comes across while you are travelling. The playlist consist of videos that range from the types of people on a road trip to the Types of Indian Travellers. ‘Mostly Yatra’ is a fortnightly property with videos being released every alternate Thursdays on Prajakta’s handle.
Commenting on the association, One Digital Entertainment co-founder and CEO Gurpreet Singh Bhasin said, “It’s great to be able to collaborate with India’s leading travel website, and for them to be interested in Prajakta Koli only reinforces our belief in the digital talent we nurture. Mostly Yatra is a great concept and Prajakta being youth favorite because of her relatable fresh and quirky content, we are sure to appeal to the masses. This is a great collaboration for all three brands we think – Yatra.com, One Digital Entertainment and Prajakta Koli.”
Yatra.com CMO Vikrant Mudaliar said, “Yatra has always been exploring new and innovative digital ideas. With youth being the largest consumer of digital content and Prajakta, being such a popular youth icon, we decided to collaborate with her. The idea was to showcase a light hearted, tongue – in – cheek take on various travel situations and that’s exactly what has been executed very well by Prajakta and her team.”
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.
