ITV

Category: iWorld

  • Billboards Behaving Badly as Prime Twists Fan Favourites for The Traitors

    Billboards Behaving Badly as Prime Twists Fan Favourites for The Traitors

    MUMBAI: If you’ve done a double take at a Mirzapur quote on a billboard lately, you’re not alone. Across Indian cities, something strange is afoot famous lines from hit Prime Video shows like Paatal Lok, Farzi, Panchayat, and The Boys are popping up on massive hoardings… but with a twist.

    What at first glance feels like a nostalgic nod to your binge-watch favourites quickly unravels into something more sinister. The quotes look right, but they aren’t quite right and that subtle off-ness is precisely the point. This isn’t just a trip down memory lane. It’s a breadcrumb trail. And the destination? Deception.

    Welcome to the world of The Traitors.

    Set to launch soon on Prime Video, The Traitors is the Indian adaptation of the globally acclaimed reality format where trust is fragile, alliances are fleeting, and betrayal is always just around the corner. With a gameplay that rewards strategy, subterfuge and social smarts, The Traitors is poised to flip the reality TV genre on its head.

    The billboard campaign is the first move in this psychological chess match. Disruptive, cheeky, and slightly unsettling, it plants a single thought in viewers’ minds: can you trust what you see?

    In a climate of reboots and reunions, this fresh format brings something more intriguing to the table unpredictability. And as the quotes from familiar shows start to behave badly, it’s clear the game has already begun.

    Keep your eyes peeled. The signs are everywhere. The Traitors is coming soon only on Prime Video. But in this game, nothing is what it seems.
     

  • Instamart teams up with Home Centre to deliver décor and kitchenware in just 10 minutes

    Instamart teams up with Home Centre to deliver décor and kitchenware in just 10 minutes

    MUMBAI: Instant gratification just got a stylish upgrade. In a first-of-its-kind partnership, Instamart has onboarded Home Centre, bringing premium home décor and kitchenware products to India’s quick commerce circuit—with delivery promised in under 10 minutes.

    Starting this week, users in Bengaluru, Mumbai, New Delhi, and Gurgaon can browse and order over 120 curated products from Home Centre via the Instamart app. The offering includes a wide array of everyday and aspirational items—from serveware, dining sets, and organisers to table lamps, clocks, and kitchen essentials.

    The move marks a significant shift in quick commerce strategy, as Instamart expands beyond daily necessities into lifestyle retail. With over 35,000 products already spanning groceries and electronics, the company is now catering to urban consumers who expect instant access to products that enhance not just their routines but also their homes.

    “At Home Centre, we have always placed consumer needs at the core of our product offering”, said Home Centre India CEO Sitaram Kumar. “Our partnership with Instamart represents an important step forward in meeting the demands of today’s fast-moving consumers, delivering faster, smarter service to match their evolving lifestyles”.

    Echoing the sentiment, Instamart CEO Amitesh Jha said, “Instamart is committed to expanding the boundaries of quick commerce. This partnership with Home Centre is a step towards delivering not just essentials, but high-quality lifestyle products on demand—instantly enhancing the homes and lives of our users”.

    This isn’t Instamart’s first foray into the lifestyle category. Two years ago, it began offering soft furnishings and décor items, with blankets becoming one of the platform’s most searched products in 2023. Since then, its lifestyle catalogue has grown into the thousands.

    The Home Centre partnership represents a new chapter—one where design meets delivery speed, and where your next living room upgrade is only 10 minutes away.

  • Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    MUMBAI: What happens when street dance meets supercharged nostalgia? A thunderclap of a collab. Amazon MX Player’s Realme Hip Hop India Season 2 just got an electrifying upgrade thanks to a first-of-its-kind collaboration with none other than Pokémon. In a move that’s equal parts nostalgia, pop culture, and pure entertainment, the show brought Pikachu straight to the dance floor, and audiences can’t get enough.

    Already clocking over 20.1 million viewers in just five weeks, the show’s fusion with the Pokémon universe marks a fresh cultural crossover where hip-hop meets pocket monsters. The collab kicked off with a high-voltage dance routine featuring a guest appearance by the iconic Pikachu, whose “moves” lit up the stage (and hearts) in true thunderbolt fashion.

    But that’s not all. The fun went digital too, with a wildly imaginative video blending Pokémon Trading Card Game Pocket with hip-hop choreography starring none other than judge Malaika Arora. The film cleverly reimagines unboxing Pokémon card packs as dance-offs, where every move channels a Pokémon’s unique power, making it a visual and metaphorical dance of discovery.

    “Our collaboration with Pokémon perfectly reflects Amazon MX Player’s commitment to delivering bold, innovative experiences to our audience,” said Amazon MX Player director Aruna Daryanani. “By bringing together the iconic charm of Pokémon with the raw energy of Realme Hip Hop India Season 2, we’re offering viewers a one-of-a-kind cultural mash-up that is unique and memorable. At Amazon MX Player, we constantly strive to break new ground—crafting immersive entertainment and forging meaningful brand partnerships that truly connect with fans and advertisers alike.”

    Sharing her thoughts on being a part of the campaign, Judge Malaika Arora expressed, “There’s something truly magical about the world of Pokémon – the adventure, the action, the joy of discovery. Pair that with the energy of hip hop, and it just clicks. This was such a fun and imaginative concept to shoot, and it really captures how two different worlds can come together to create something unforgettable. I’ve always believed that dance is a powerful form of storytelling, and this one’s for every kid who loves the world of Pokémon and every dancer chasing that stage.”

    “Our goal with this collaboration was to spark imagination and joy, just as Pokémon has done for fans around the world for decades. Partnering with Amazon MX Player on an impactful show like Realme Hip Hop India S2 gave us the perfect canvas to showcase Pokémon’s playful spirit in a new, movement-driven way. The energy, creativity, and passion seen in this campaign aligns perfectly with what our brand stands for. We are excited to take Pokémon as well as Pokémon Trading Card Game Pocket to dance lovers and their loved ones,” shared The Pokémon Company corporate officer Susumu Fukunaga.

    With judge Remo D’Souza also in the hot seat, Realme Hip Hop India Season 2 continues to be a battleground for India’s fiercest dancers, blending underground energy with mainstream swagger. And with brand integrations like Pokémon entering the arena, the show is levelling up in every possible way.

    New episodes drop every Thursday on Amazon MX Player available via the app, Amazon shopping app, Fire TV, and Prime Video. Because when Pikachu meets popping and locking, you don’t want to blink.

  • Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    MUMBAI: Microdrama startup Reelsaga has raised $2.1 million in a seed funding round led by Picus Capital, marking India’s formal foray into the booming global trend of short-form serial storytelling. The round drew backing from ITI Growth Opportunities Fund, 8i Ventures, Nazara Technologies, Waveform Ventures, Bharat Founders Fund, and angel investors.

    Reelsaga’s app, now live, delivers vertically shot, mobile-first fictional episodes in 50 to 100-part arcs—a genre popularised in China where short dramas now outperform traditional box office returns. With hyper-local storytelling and AI-driven personalisation, Reelsaga plans to scale across India, southeast Asia, and the middle east—markets projected to cross $10 billion in digital entertainment revenue by 2025.

    “Vertical short dramas are a cultural revolution. Drama doesn’t need 40 minutes to move you”, said Reelsaga co-founder & CEO Shubh Bansal. “We’re using data science to deliver hyper-personalised stories at speed”.

    Founded by ex-Truebil trio Bansal, Shanu Vivek, and Ritesh Pandey, the startup taps deep roots in consumer tech, creative media, and digital platforms. All three co-founders previously scaled and exited the used car marketplace Truebil, which was acquired by Spinny.

    “We’re excited to back Reelsaga as they pioneer a new genre of storytelling”, said Picus Capital SVP Abhijay Thacker. “The team’s creative ambition and market clarity is rare. We see them leading the microdrama revolution in India”.

    Microdramas have already gone mainstream in China, with over 5,000 series produced annually. Reelsaga aims to localise this model, offering narrative depth in bite-sized bursts tailored for India’s mobile-native gen z audience.

    ITI Growth managing partner Mohit Gulati added, “They’re building for where the market is going—story-rich, culturally rooted, and mobile-first. The format is fresh and the team knows how to execute”.

    With the fresh capital, Reelsaga plans to ramp up content production, refine its recommendation engine, and expand its creator network.

     

     

     

  • Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    MUMBAI: From heavenly visions to hellish horrors, Aghathiyaa has officially ascended to the OTT throne. After casting its spell in cinemas across 600 plus screens and three languages, the high-concept Tamil fantasy-horror Aghathiyaa is now taking Amazon Prime Video by storm, breaking into the platform’s Top 10 trending titles in India. The milestone marks a rare feat for a regional genre film, especially one as unapologetically ambitious as this.

    Directed by lyricist-turned-filmmaker Pa. Vijay, Aghathiyaa conjures a battle between divine and demonic forces, anchored in mythology and marinated in mystery. With VFX grandeur reminiscent of global epics, the film follows an ordinary man entangled in a celestial tug-of-war with Action King Arjun Sarja, Jiiva, Raashii Khanna, and Yogi Babu delivering both gravitas and ghostly chills.

    But beyond the visual razzle-dazzle, the film weaves in themes of colonial resistance and familial devotion, lending it emotional resonance rarely seen in the genre. The hauntingly beautiful score by Yuvan Shankar Raja doesn’t hurt either.

    WAM India, founder & managing director Aneesh Arjun Dev shares, “Aghathiyaa was created as a passion project to blend storytelling with technology. Seeing it embraced by audiences on Prime is a proud moment for our entire team.”

    With its digital footprint echoing its theatrical roar, Aghathiyaa might just become the flagbearer for a new wave of Indian fantasy-horror, where mythology meets mainstream magic.

    Catch Aghathiyaa now streaming on Amazon Prime Video, and prepare for a showdown where the stakes are celestial.

  • Remo stirs the floor as Dharmesh drops the mic on Hip Hop India

    Remo stirs the floor as Dharmesh drops the mic on Hip Hop India

    MUMBAI: If you thought the beats were wild, wait till you see the twist. Realme Hip Hop India Season 2 is serving up more shockers than a plot-heavy soap. Streaming exclusively on Amazon MX Player, the show’s latest promo has left fans reeling after judge Remo D’Souza dropped a bombshell, the grand finale will now be a Top 4 face-off, not the Top 2 as expected.

    With emotions running high and rivalries reaching breaking point, the fight for a finalist’s spot has never looked fiercer. And just when the heat couldn’t turn up any higher, in comes Dharmesh Yelande, not just to judge but to slay the stage himself. His surprise performance shook the room, electrifying both contestants and co-judges alike.

    The tension was thick enough to slice with a moonwalk. As dancers put everything on the line for that coveted finalist slot, the pressure pushed some to tears and others to thrilling new heights. This week promises not just jaw-dropping choreography, but a full-blown emotional rollercoaster.

    Between high-octane face-offs, musical curveballs, and one dramatic reveal after another, Hip Hop India Season 2 continues to raise the stakes and the swag. Stream it now on Amazon MX Player via the Amazon app, Prime Video, Fire TV, and Connected TVs.

    Because in this battle, the beat never drops, only the mic does.

  • Drawn to attention Flipkart sketches a buzz for Motorola Edge 60

    Drawn to attention Flipkart sketches a buzz for Motorola Edge 60

    MUMBAI: When it comes to grabbing eyeballs, Flipkart and SW Network didn’t just think outside the box they drew outside the lines. In a bold and brilliantly visual activation, Flipkart collaborated with integrated advertising agency SW Network to bring the Motorola Edge 60’s stylus feature to life, literally. Shoppers at Nexus Select Citywalk in Saket, New Delhi, were treated to a live art performance, where artists wielded a giant stylus to doodle directly onto the mall courtyard, transforming the bustling shopping hub into a buzzing, open-air sketchpad.

    The larger-than-life installation drew crowds who watched in awe, snapped selfies, and shared the experience online turning an offline moment into a digital wave. By highlighting the stylus feature in such a hands-on and artistic way, the campaign cleverly bridged functionality with flair.

    SW Network Co-founder, Raghav Bagai commenting on the campaign said, “We believe creative ideas should solve real business needs. In this case, highlighting the stylus, quite literally, made the brand stand out and got people to sit up and take notice of an otherwise cluttered category. Mission accomplished.”

    SW Network, director of youthbeat Shubham Chawla said, “What looked like a simple doodle on the floor was actually the result of 12 hours of relentless effort and planning. But that’s the thing with good ideas, they often appear effortless, but making them real takes a whole lot of hard work behind the scenes.”

    The activation didn’t end at the mall. A newspaper jacket ad carried the campaign further, inviting readers to try the stylus themselves, extending the experience across media and minds.

    In a market where campaigns often blur into one another, this one scribbled its way into consumer consciousness showing that a bit of creativity (and a really big pen) can go a long way.

  • Scoop, score, chill repeat as Mother Dairy drops into esports arena

    Scoop, score, chill repeat as Mother Dairy drops into esports arena

    MUMBAI: When the heat is on and the stakes are high, a scoop of calm can go a long way. And this summer, it came with sprinkles of glory and a side of gaming grit. Mother Dairy has officially levelled up. In a sizzling first, the iconic dairy brand dipped into the world of esports with the Mother Dairy Chillz Cup, a high-octane gaming tournament hosted in partnership with Rooter, India’s largest game streaming and commerce platform. With 64 top teams and over 2,000 gamers facing off in an epic Battlegrounds Mobile India (BGMI) showdown, it wasn’t just about victory, it was about staying cool while doing it.

    And that’s where the magic happened. As players braved virtual crossfire and tactical pressure, Mother Dairy’s ice creams emerged as the real MVPs, cooling the nerves with indulgent favourites like Banoffee Pie, Pina Colada, Filter Coffee Cone, and the ever-quirky Choconado. It was a gaming-meets-gastronomy experience like no other.

    The final clash on May 11, 2025, wasn’t just a gaming finale, it was a festival of fandom. Crowds cheered, creators scooped up frozen delights, and elite teams like iqoo Soul, Godlike, and Revenant X Spark brought their A-game in front of roaring fans.

    Speaking about the collaboration, Mother Dairy Spokesperson said, “Ice creams are all about excitement and fun. We are thrilled to partner with Rooter for the Mother Dairy Chillz Cup, marking our entry into the dynamic and fast-growing world of esports. This association enables us to connect with a younger audience through a platform that thrives on energy, engagement, and innovation. The Chillz Cup truly embodies our brand’s youthful spirit and commitment to delivering the coolest experiences.”

    Rooter founder and CEO Piyush said “We’ve always believed in creating meaningful partnerships that bring value to both the gaming community and our brand partners. The Chillz Cup was a great example of how a legacy brand like Mother Dairy could connect with a digital-first audience in their native environment, making it a fun, and memorable experience. The Chillz Cup captured the cool spirit of gaming staying calm under pressure and outplaying rivals with a cool head just like enjoying a scoop of ice-cold Mother Dairy Ice Cream on a hot day. We are proud to collaborate on a campaign that celebrates high-performance gaming while adding an element of summer joy to the esports experience”

    From frosty cones to fiery comebacks, the Chillz Cup didn’t just serve scoops, it served up a new era of brand storytelling in gaming. And with esports now firmly on Mother Dairy’s menu, the summer just got a whole lot cooler.
     

  • Zee Media Joins SWIFT TV Platform in Strategic Content Expansion Move

    Zee Media Joins SWIFT TV Platform in Strategic Content Expansion Move

    MUMBAI: In a significant leap forward in digital broadcasting, Swift TV proudly announces its latest partnership with Zee Media Corporation, bringing some of India’s most influential news and regional channels to its rapidly growing free live TV platform. With this collaboration, viewers across the country can now stream Zee’s top channels live and free of cost, directly through Swift TV’s mobile and connected TV platforms.

    This partnership marks a strategic move that empowers Indian audiences with uninterrupted access to real-time news, financial insights, and regional updates, all in one place.

    What’s New: Zee Channels Now on Swift TV

    Through this new collaboration, Swift TV users can now access the following Zee Media channels:

    ●    Zee News – Your destination for national news and real-time headlines.

    ●    Zee Business – A trusted source for financial news, stock market updates, and business insights.

    ●    Zee 24 Ghanta – Delivering key updates from West Bengal and beyond.

    ●    Zee Bihar Jharkhand – Covering grassroots stories, politics, and developments from Bihar and Jharkhand.

    ●    Zee Madhya Pradesh Chhattisgarh – Regional coverage that connects with heartland India.

    ●    Zee Punjabi – For news and stories from Punjab and northern India.

    With this expansion, Swift TV further cements its position as one of India’s most accessible free live TV app, blending national coverage with deep-rooted regional voices. 

    Live TV Just Got Smarter – And Free

    In an age where audiences demand instant access to quality content, Swift TV delivers live TV channels, free movies, and on-demand shows without subscription fees or complex installations. Adding Zee’s powerful news portfolio strengthens the platform’s offering of real-time news, live alerts, and regional storytelling, all from a single tap. 

    Whether you’re tracking the stock market with Zee Business, watching breaking political coverage on Zee News, or staying updated with local issues in Zee Bihar Jharkhand, Swift TV now brings it all to you in multiple screens. 

    Why This Matters for Swift TV Users  

    This partnership is more than just content—it’s about democratizing access to trustworthy news and empowering users with choice and clarity. Here’s what it means for Swift TV audiences:  

    Free & Unlimited Access: Watch Zee news channels without sign-ups or payments.  

    Regional Voices Amplified: Stay connected with your roots through region-specific channels.  

    Daily Updates & Live Alerts: Get notified of breaking news, market fluctuations, and trending headlines.  

    Seamless Streaming: Available on both mobile and connected TV devices for anytime viewing.  

    Diverse Genres: From spiritual shows and free live matches to breaking news and business updates—Swift TV has it all.  

    What’s Next?

    Swift TV plans to continue expanding its portfolio with more channels in entertainment, spirituality, lifestyle, and sports. With free live match coverage, blockbuster movies, and now live news from Zee, the platform is quickly becoming India’s preferred choice for free live streaming.  

  • Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    MUMBAI: The courts are going digital and Prime Video is making the first move. In a slam-dunk announcement for basketball fans across India, Prime Video has unveiled the official logo for its upcoming coverage of the NBA, marking a major play in the global sports streaming arena. Starting October 2025, hoops action will stream straight to your screens no extra charges, no cable required.

    This follows Prime Video’s landmark 11-year media rights agreement with the NBA, making it the exclusive destination for 67 regular-season games each year, along with knockout matches from the Emirates NBA Cup and the Play-In Tournament. The deal also includes select playoff games and the Conference Finals in six out of the 11 seasons, an unmissable lineup for Indian fans.

    But wait, there’s more. Starting in 2026, the platform will tip off its WNBA coverage too, streaming 30 regular-season games and exclusive playoff matchups, including three WNBA Finals over the course of the agreement.

    With this move, Prime Video becomes more than just a platform, it becomes a prime court-side seat. NBA legends and Hall-of-Famers like Dwyane Wade, Steve Nash, Dirk Nowitzki, Blake Griffin and Udonis Haslem will join sports journalist Taylor Rooks for a studio show filled with insights, stories, and signature style. WNBA star Candace Parker will bring her expertise to both NBA and WNBA coverage, making the lineup as star-studded off court as it is on.

    Basketball fans who want even more can access NBA League Pass via Prime Video as a third-party add-on, giving them access to an extended buffet of live and on-demand action.

    From fast breaks to buzzer beaters, Prime Video is set to transform sports streaming in India, one triple-double at a time.