WPP OpenDoor has partnered with Snapchat to launch an India-first generative AI-powered Lens for Amazon Prime Video as part of the campaign ‘Stories for Your Every Era… it’s on Amazon Prime’. The initiative reflects a shift towards immersive, participatory formats in content marketing, where users are placed at the centre of brand experiences.
The activation is built around the concept of ‘era-core’, a cultural insight that recognises how audiences increasingly define themselves through evolving moods, identities and life phases. The campaign leverages this behaviour by positioning Prime Video as a platform that offers relevant stories for every ‘era’ a user identifies with, whether it is a ‘trust no-one era’ or an ‘infinite aura era’.
At the core of the campaign is a generative AI-enabled Lens that transforms content discovery into an interactive experience. Users engaging with the Lens can see themselves integrated into key visuals from popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors. By embedding users’ faces into these fictional worlds in real time, the campaign blurs the boundary between viewer and content.
This approach is rooted in the insight that social media users increasingly view themselves as the ‘main character’ in their own narratives. By aligning with platform-native behaviours on Snapchat, the campaign moves beyond passive recommendation algorithms to create an intuitive and personalised engagement format. The Lens dynamically adapts to user input, offering content suggestions based on mood and interaction, effectively merging entertainment discovery with self-expression.
The campaign demonstrates how generative AI can be used to enhance storytelling and deepen engagement. Instead of relying on static creatives or conventional trailers, the Lens invites users to actively participate in the narrative, thereby increasing recall and shareability. This also enables Prime Video to position its content library as diverse and adaptable to individual preferences.
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.”
The campaign marks a notable development in the use of augmented reality and generative AI within Indian advertising, introducing a format that integrates personalisation at scale. By embedding users into familiar entertainment properties, the activation enhances both discovery and emotional connection with the platform’s content.
Overall, the initiative highlights a broader industry shift towards interactive, technology-led campaigns that prioritise user participation, signalling new possibilities for how streaming platforms engage audiences in increasingly competitive digital environments.
