Amazon wasted multi croces on filmfare awards , in return got negative publicity due to undeserving awards .Instead should have spended mobile recharge flash sale for next 6 months may be ,would have got blessings

Voted Down your thread. Will tell you why later…

Dimers don’t promote prime video…that’s why
As far as Digital rights of Thugs of Hindustan is concerned… streaming partners get the rights much before the films release date..so no one can guess the films output just based on a teaser/trailer. Anyways it is 60cr only*
Still it is too much but makes sense because Amazon got the movie rights of the films south Indian versions too
They did same with KGF (But only ~15c for all languages)
Sahoo (42c for all languages except Hindi which NF got it). Not sure about the original language but the movies Hindi version is very popular online and on TV. The Hindi version got around ~130 lakh impressions for its ZeeTV Hindi premiere on the eve of republic day. Fun fact is the movies Digital version was out long back with pirated versions everywhere
Prime Video is primarily targeting those users who don’t even prefer to look for pirated versions not because they’re against piracy but are lazy to look around : P
Anyways this is a gamble but worthy investment for the future

If amazon won’t have sponsored someone else would have, filmfare is filmfare no matter what.
Award shows aren’t really about awards but more of TRPs ( and other kinds of publicity) , I don’t think it would have been a bad deal for amazon, who cares who won what

Then paytm wasted millions in sponsoring Indian cricket team