WPP OpenDoor, the dedicated WPP team for Amazon, has launched two AI-powered discovery campaigns for Prime Video in India. Designed to personalise what users watch based on how they feel, the innovations aim to reduce choice fatigue by mapping emotions and behaviour to content journeys both on digital media and through a new integration with Zomato.
In collaboration with interactive tech platform Wootag, the team built an emotion-sensing layer within Prime Video’s digital ad ecosystem. While interacting with display banners on leading websites across news, lifestyle, health and entertainment, users can grant access to their camera to reflect their current emotion choosing between Happy, Sad, Exciting or Neutral and instantly receive a list of recommended titles based on their mood. These mood-matched suggestions then direct viewers straight to the content’s landing page on Prime Video, enabling a frictionless handoff from feeling to viewing.
To embed content discovery into everyday behaviours, WPP OpenDoor has also partnered with Zomato to integrate Prime Video recommendations into the food ordering journey. After placing an order on Zomato, users receive curated show and film suggestions based on the type of food selected such as Biryani, Pizza, Chaat, or Dessert with emotional mapping tied to each. A dessert order, for example, may prompt recommendations like “Dosti wala sweet with The Family Man, Rishton wala sweet with Panchayat, and Vaadon wala sweet with Bhool Chuk Maaf.” The experience appears post-checkout, where users see a Prime Video carousel directly on the Zomato order confirmation screen, offering one-click access to the suggested content.
The integration uses Zomato’s scale and behavioural data to bring mood-based entertainment discovery into a seamless, consumer-first environment connecting food and storytelling through context, emotion, and timing.
Both initiatives are anchored in Prime Video’s ongoing brand campaign, ‘Every kind of emotion… it’s on Amazon Prime,’ and attempts to tackle the growing problem of content fatigue through an emotion-first approach to media strategy.
“In today’s dynamic digital landscape, true personalization transcends data points; it’s about understanding the human experience,” said Deepa Jatkar, India Lead, WPP OpenDoor. “With Prime Video, we saw an unparalleled opportunity to innovate beyond behavioural targeting and connect with audiences at a deeper, emotional level. This campaign exemplifies our commitment to pioneering solutions that not only capture attention but also forge genuine connections. By integrating emotion into the core of content discovery, we are not just recommending series and films; we are enhancing the entire entertainment journey, proving that when media strategy is truly empathetic, engagement becomes a natural outcome.”
