Amazon Prime Video and Excel Media and Entertainment released the trailer of India’s first Amazon original – Inside Edge. This move marks Prime Video India’s foray into creating original content for Indian audiences. Created by Karan Anshuman, Inside Edge is a 10-episode series. The series will be launched in over 200 countries and territories worldwide on July 10.
Inside Edge is a series that captures the world of cricket and entertainment. It is a story that pulls no punches, minces no words, and takes no prisoners. And beneath it all, it is a story of passion, courage and love.
Set within a season of the Powerplay League, a cricketing event, the central characters are the Mumbai Mavericks team that weave one into their complex stories, their challenges and triumphs, their sub-plots into a vortex of manipulation, love, ambition, voyeurism, deceit, greed, lust and betrayal.
The series stars Vivek Oberoi, Richa Chadha, Angad Bedi, Sarah Jane Dias, Sanjay Suri, Sayani Gupta, Tanuj Virwani, Siddhanth Chaturvedi and Amit Sial. Farhan Akhtar and Ritesh Sidhwani are the executive producers while the show is created by Karan Anshuman.
Speaking about the marketing for the web series, Nitesh Kripalani, Director and Country Head, Amazon Prime Video India, said, “We have a fairly exhaustive campaign. We will be seeing a lot of digital innovations that the team is working on. There will also be ads on television and print. We are working with a Bollywood production house so we want to launch it like a movie, also because it is a movie quality show. We should see the promotions going live this week.”
The platform doesn’t look at breaking even when it comes to web series. Kripalani explained, “In any business and market, we think long term. What we look at is how many subscribers engaged with the show, what is the word of mouth and buzz of the show, how many new subscribers have signed up for a show and such aspects. Inside Edge is a series of which combines cricket and Bollywood and it opens up a lot of markets for us.”
Farhan Akhtar, Excel Media and Entertainment, said, “We are happy to collaborate with Amazon Prime Video, to bring to life content that is not confined. Inside Edge marks a great step, in an endeavour that we feel will revolutionise the entertainment industry. The scale at which Inside Edge is produced is tremendous and something India has not seen before.”
Apart from Inside Edge, Prime Video intends to launch three to four web series this year. Kripalani added, “The objective is to get the content right and once we and the partners are convinced then we go ahead with the show.”
Ritesh Sidhwani, Excel Media and Entertainment, added, “These are exciting times, not just for audiences but also for storytellers, artists, writers and filmmakers. For Excel Media and Entertainment, making this original series for Amazon gave us the opportunity to think freely in making a show for a global audience. Together, we are taking the first step towards creating history. Inside Edge is high drama, great production value and we’re certain that audiences are going to enjoy it as much as we enjoyed creating it.”
Kripalani believes that the low pricing is giving value to Indian subscribers. “What drives a content service is not price alone. It is a combination of content, convenience and price,” he added.
Asked what type of content has worked in India, Kripalani said, “For Amazon Prime Video India, regional content in Hindi, Tamil and Telugu has worked really well, followed by Bengali and Marathi. US TV shows which users were pirating till now, now it is available in a legit way at a small price, so people are consuming that on Prime Video. There is a diverse mix of consumption in India.”
Kripalani is of the opinion that all types of content will attract more subscribers and not originals alone. For now, the focus of Amazon Prime Video India will be to create shows with Indian production houses. The player has no plans of an Amazon Original movie in India yet.