In a move that blends technology with storytelling, WPP OpenDoor, the specialised team for Amazon, has partnered with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest brand campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’.

The initiative, developed as part of a campaign-led activation, centres around the idea of “era-core” — a cultural shift where identities are fluid and constantly evolving. It allows users to discover content based on their mood or mindset, whether they relate to a “trust no-one era” or an “infinite aura era”, positioning content discovery as a more intuitive and personalised experience.

At the heart of the campaign is a generative AI-driven Lens that places users directly into popular Prime Video titles in real time. By embedding users’ faces into key visuals, the experience brings them into the worlds of shows like ‘The Boys’, ‘The Traitors’, ‘Beast Games’, and ‘Maxton Hall’, effectively blurring the line between viewer and character. The approach taps into the growing behaviour of users seeing themselves as the “main character” across social platforms.

Speaking on the activation, Deepa Jatkar, Lead India at WPP OpenDoor, said the campaign reimagines how audiences engage with content by moving beyond passive recommendations to active participation. She added that the integration of generative AI with platform-native behaviour enables users to become part of the story itself, making the experience more immersive and culturally relevant.

The campaign highlights a broader shift in digital marketing, where personalisation and interactivity are increasingly shaping audience engagement. By combining cultural insight, advanced technology and storytelling, the activation aims to turn content discovery into a dynamic, user-led journey rather than a static browsing experience.