Building Instagram-First IPs
Original Content IPs | Creative Strategy | Always-On Engagement
The Brief
The Brief
The challenge was to keep Prime Video culturally relevant and its titles consistently visible, even in the absence of major launches or high-impact campaigns.
The approach was to develop repeatable, Instagram-first content IPs rooted in pop culture, Gen Z behaviour, humour, and everyday conversations, moving beyond traditional promotional content to build formats audiences would actively seek out.
The Goal? Turn Prime Video's Instagram from a platform that promotes entertainment into a destination that entertains, while keeping its titles part of the conversation all year round.
Prime Pe Charcha
Creator-Led IP | Gen Z Entertainment | Instagram
The Brief
How do you make Prime Video part of Gen Z's everyday conversations without making it feel like an ad?
Created a recurring IP with Naman & Sharon, tapping into Gen Z conversations around dating, friendships, relationships, and everyday situations. Through their signature humour and relatable banter, Prime Video titles became a natural part of conversations that felt less like branded content and more like two friends talking.
The Outcome
6M+ average views per video
1M+ average engagements per video
A repeatable, creator-led format built around Gen Z culture and everyday relatability.
The Thought? Conversations people relate to. Content people share. Branding that doesn't interrupt either.
Prime Video | Spill the Tea
The problem with promoting a show? Everyone knows when they're being sold one.
So, the idea was to take the promotion out of promotion. Instead of asking creators to review Prime Video titles, they retold the plots as juicy gossip, making audiences invested in the drama before realising it was a show.
The Outcome
18M+ views
4 creator-led videos
The Thought? Don't sell the story. Spill the tea.
Ramen & Recos
What's better than watching a K-drama? Getting recommendations from someone living the K-drama life!
Brought on board Pooh in Korea, an Indian creator living in South Korea, to create Ramen & Recos, a fun content IP where she slurped ramen while recommending Korean shows to Indian audiences. Complete with quirky sarees featuring ramen-inspired designs, the format blended Korean culture with a distinctly Indian twist.
The Outcome
500K+ average views per video
50K+ average engagements per video
The Thought? Serving K-drama recommendations, one bowl of ramen at a time.