Mumbai: WPP OpenDoor, in collaboration with Snapchat, has unveiled India’s first generative AI-powered Lens for Amazon Prime Video as part of its latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’.
The activation introduces a new approach to content discovery, transforming it into an interactive and personalised experience. Built around the concept of “era-core”—a cultural trend reflecting fluid and evolving identities—the campaign ensures users receive content recommendations aligned with their current mood and mindset.
Leveraging generative AI, the Lens enables users to insert themselves into popular Prime Video titles such as Maxton Hall, Beast Games, The Boys, and The Traitors. By embedding users’ faces into key visuals in real time, the experience blurs the line between viewer and content, turning passive discovery into immersive participation.
The initiative is rooted in the insight that modern audiences increasingly see themselves as the “main character” on social platforms, driving demand for more personalised and engaging digital interactions.
Deepa Jatkar, Lead India, WPP OpenDoor, said, “This activation reimagines content discovery by placing audiences at the centre of the story itself. By combining generative AI with platform-native behaviours, we created an experience that moves beyond recommendation to participation. The lens brings together cultural insight, technology, and storytelling to deliver a format where users don’t just engage with Prime Video’s content but become a part of the story in real time.”
With this launch, WPP OpenDoor and Snapchat aim to push the boundaries of immersive marketing by integrating AI, storytelling, and platform-native engagement, setting a new benchmark for interactive brand experiences in India.
