Compelling narratives, localisation, and rooted partnerships: How Prime Video cracked the India code

Think global, act local. Easier said than done in a country of India’s scale, where nearly a fifth of humanity lives. Add umpteen languages and a diverse cultural milieu, and the task assumes Herculean proportions. More so, if you are in the business of content creation and dissemination — a global streaming platform like Amazon Prime Video. Or, for that matter, Netflix. But Prime Video did the unbelievable – it cracked the daunting India code