iWorld
YuppTV ties up with Future Today, introduces Kids & Cookery content
MUMBAI: YuppTV has announced its tie-up with Future Today Inc. As part of the move, YuppTV will showcase Future Today’s Kids (Happykids) and Cookery (ifood.tv) related content to global users on its YuppTV Bazaar platform.
iFood TV is a multi-platform video channel for food and cooking content. Apart from having the largest library of cooking videos, it is also the most-trafficked site in the food-video space. Happykids is a multi-platform video channel that entertains and educates kids of all ages with music, stories and activity guides.
Speaking on the partnership, YuppTV CEO and founder Udaynandan Reddy commented, “YuppTV Bazaar was launched as the perfect destination for today’s digital viewership to consume the most curated, high-quality video content in their preferred genre. Following the association, we would be introducing exclusive culinary and kids’ entertainment content on our platform. We are confident that the new additions will further entertain and indulge our users.”
Echoing the same thought, Future Today co founder Vikrant Mathur too said, “We are excited to be partnering with YuppTV to make our premium content available on its platform. With our content now available on YuppTV Bazaar, YuppTV users will not only be able to view the recipes, preparation techniques and how-to guides for their favorite cuisines, anytime, anywhere, but also keep their kids happily entertained while they are cooking,” commented.
YuppTV Bazaar is a novel initiative from YuppTV, which serves as a digital marketplace for premium video content creators to upload, share and monetize their creations. The platform curates and hosts high-quality video content across various genres such as Education, Short Films, Web Series, and Trailers etc. The iFood TV content can be viewed through the YuppTV app on Smart TVs, smart phones, tablets & PCs.
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.
