From Power Plays to Purchase Paths: Gulshan Verma’s Vision for Digital Ads in ‘Rise and Fall’

Amazon MX Player’s latest reality drama, ‘Rise and Fall’, is more than just a gripping social experiment—it’s a strategic playground for digital advertising innovation. Gulshan Verma, Director of Amazon Ads India, has unveiled a bold new direction that blends aspirational storytelling with immersive brand integration. As the show premieres across multiple platforms, Verma’s insights reveal how Amazon is reshaping the future of content-driven commerce.

 

What Makes ‘Rise And Fall’ A Game-Changer

 

Set to stream daily on Amazon MX Player, Prime Video, the Amazon shopping website, and Sony Entertainment Television, ‘Rise and Fall’ features 16 contestants navigating a metaphorical class struggle. Hosted by Ashneer Grover, the show pits “Rulers” in a luxurious penthouse against “Workers” in a stark basement, with contestants vying to climb the social ladder over 42 days.

 

Key highlights from the show’s format and strategy:

 

•⁠  ⁠The concept mirrors real-world dynamics between the elite and the aspirational, resonating with India’s youth

•⁠  ⁠Contestants hail from diverse regions, reflecting the country’s socio-economic spectrum

•⁠  ⁠Brand integrations are deeply embedded: Lux outfits contestants, while Haier and Orient feature prominently in the penthouse

•⁠  ⁠The show’s tagline, “16 contestants. Two worlds. One ultimate power struggle,” captures its dramatic essence

 

Content Strategy That Reflects Aspirational India

 

Verma categorizes Amazon MX Player’s content into three buckets: aspirational narratives, engaging drama, and explorations of new worlds. ‘Rise and Fall’ straddles the first two, offering both emotional depth and entertainment value.

 

Here’s how the content strategy aligns with audience expectations:

 

•⁠  ⁠Shows like Half CA and Who’s My Guy Next cater to career-focused youth

•⁠  ⁠Upcoming series like Titan: The Made in India Story aim to inspire through entrepreneurial journeys

•⁠  ⁠The aspirational tone of ‘Rise and Fall’ is designed to spark social media virality and cultural relevance

 

Multi-Platform Distribution For Maximum Reach

 

Amazon’s distribution strategy for ‘Rise and Fall’ is unprecedented in scale. The show is available across:

 

•⁠  ⁠MX Player, with 1.4 billion downloads and 250 million monthly users

•⁠  ⁠Prime Video, offering midnight drops for binge-watchers

•⁠  ⁠Amazon’s shopping site, integrating content with commerce

•⁠  ⁠Sony TV, airing six days a week post-KBC, targeting traditional viewers

 

This omnichannel approach ensures that the show reaches both urban and rural audiences, bridging digital and linear television.

 

Digital Ads That Convert Viewers Into Buyers

 

Verma emphasizes Amazon Ads’ full-funnel capabilities—from brand building to direct sales. One standout innovation is the shoppable ad format, which allows viewers to purchase products featured in the show with a single click.

 

Advertising innovations include:

 

•⁠  ⁠In-stream video overlays that link directly to product pages

•⁠  ⁠Real-time engagement metrics for advertisers

•⁠  ⁠Seamless integration with Amazon Pay for frictionless transactions

 

This model transforms passive viewership into active commerce, redefining how brands interact with audiences.

 

Navigating Challenges In The Ad Ecosystem

 

The recent Real Money Gaming (RMG) ban has disrupted India’s OTT advertising landscape. Verma acknowledges a 15–20% short-term impact due to sponsor withdrawals but remains optimistic about long-term growth.

 

Strategic pivots include:

 

•⁠  ⁠Launching Sponsor TV, a self-serve ad platform for small and large brands

•⁠  ⁠Targeting youth-driven categories like gaming, makeup, and premium durables

•⁠  ⁠Leveraging consumer data to personalize ad experiences across regions

 

Despite regulatory headwinds, Amazon Ads is doubling down on scalable, youth-centric advertising models.

 

Looking Ahead: Content As Commerce

 

Verma’s vision positions Amazon MX Player not just as a content hub but as a commerce engine. By embedding brands into storylines and enabling instant purchases, Amazon is pioneering a new era of “must-watch to must-buy” entertainment.

 

Final thoughts:

 

•⁠  ⁠The fusion of storytelling and shopping is set to redefine digital advertising

•⁠  ⁠Shows like ‘Rise and Fall’ offer a blueprint for immersive brand engagement

•⁠  ⁠Amazon’s multi-platform strategy ensures advertisers meet consumers where they are—whether on a smartphone, TV, or shopping app

 

Sources: Exchange4Media, afaqs, The Hindu Business Line.