Amazon MX Player, Amazon’s free streaming service took center stage on Day 2 of Goafest 2025 with an engaging fireside session titled ‘IGNITE THE NEXT: From Action and Adrenaline to Social Experiments.’ Moderated by Aruna Daryanani, Director of Amazon MX Player, the session featured an insightful conversation between Bollywood icon Suniel Shetty and content innovator Deepak Dhar, Founder & Group CEO, Banijay Asia and Endemol Shine India. Together, they delved into how bold storytelling, genre-bending formats, and the rise of digital platforms are revolutionizing how content is crafted and consumed across India.
The session spotlighted the much-anticipated digital hit Hunter, a high-octane thriller headlined by Suniel Shetty that returns as part of Amazon MX Player’s Prime Day content line-up. From the evolution of his character ACP Vikram in the upcoming season to the series’ widespread fanbase across age groups, he discussed the adrenaline and preparation that contributed to the show’s success. He also addressed advertisers’ concerns about action thrillers not being “brand-safe.” Meanwhile, Deepak Dhar shed light on Rise and Fall, Amazon MX Player’s upcoming festive release – a sharp, social experiment-style reality show where contestants navigate shifting power dynamics. Under-scoring Banijay’s legacy of innovation, Dhar emphasized that Indian audiences are now more open to experimental formats and nuanced narratives, with streaming services like Amazon MX Player providing the perfect stage.
Speaking about bringing innovative storytelling to the forefront, Aruna Daryanani, Director, Amazon MX Player, shared, “At Amazon MX Player, we’re igniting the next wave of storytelling in India — fresh, diverse, and deeply engaging. From edge-of-the-seat thrillers like Hunter to disruptive formats like Rise and Fall, our commitment is simple: to entertain India for free, while offering brands meaningful and effective ways to connect with audiences.”
Suniel Shetty reflects on Hunter and how OTT has unlocked deeper, more layered storytelling, sharing, “With Hunter, I found more than just adrenaline-pumping action. It’s a story with heart, depth, and real emotional stakes. OTT platforms give us the freedom to break away from the usual clichés and bring out characters and stories in their rawest, most authentic form. Today’s viewers are demanding, they look for honesty in storytelling, and that’s what Hunter delivers.”
Sharing his vision behind the bold format of Rise and Fall, Deepak Dhar, Founder & Group CEO Banijay Asia & EndemolShine India, added, “We set out to create more than just a typical game show with Rise and Fall. This show is a sharp, insightful reflection of society’s power dynamics and shifting relationships. It goes beyond entertainment to explore how strategy, influence, and human behaviour intersect in real time, making it compelling and thought-provoking for viewers and brands alike. We are stoked to partner with Amazon MX Player to bring this bold, raw format to audiences nationwide.”
With this fireside chat at Goafest 2025, Amazon MX Player reinforced its commitment to pushing the envelope in Indian content creation, offering stories that are as disruptive as they are relatable.
