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Amazon India’s Aparna Purohit & Gaurav Gandhi On Super-Serving India With Local Language Originals; Streamer Lining Up True Crime Push

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EXCLUSIVE: Amazon Prime Video India bosses Aparna Purohit and Gaurav Gandhi have outlined their strategy for super-serving the country’s diverse audiences, and revealed a plan to push into true crime and investigative doc series.In their first interview since unveiling a 40-strong slate of original films and TV shows in April, the pair said constantly engaging with the “well developed creative ecosystems” in India’s various language segments, which include Hindi and Tamil, has been key to the Amazon Prime Video’s local impact since launching there more than five years ago.In practice, Country Manager Gandhi said this involved considerable research and insight gathering to asses what original films and shows could cut through locally and then assessing how that could transcend cultural barriers.“Each segment is looked at in isolation first to see if we can super-serve an audience — maybe young adults or women, for example,” he said. “Then if we’re looking at a Telugu or Tamil property, where do they cross over to Hindi or other languages around the world?

Then we put international content such as The Boys, Wheel of Time or Modern Love on top of that.” “The reason Amazon India has had a successful run is because from the beginning we’ve had local teams empowered to make decisions,” added Purohit, Amazon Prime Video India Head of Originals. “They understand the culture and the milieu.

We have local boots on the ground, who understand local creators, audiences and ecosystem.”One example is drama Modern Love, which Amazon first created in the U.S.

before three Indian language versions were ordered — marking Amazon India’s entry into the niche romantic anthology genre. Hindi language Modern Love Mumbai launched earlier this

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