iWorld
Shankar’s ‘I’ trailer creates record on YouTube
NEW DELHI: The trailer of director Shankar’s much-awaited film I has clocked over two million views in 24 hours on Sony Music India’s YouTube channel, the fastest for any Indian film.
Shankar, known for path breaking movies like Gentleman, Kadhalan, Indian, Enthiran, Anniyan, Nanban and 16 December is casting Vikram and Amy Jackson for his latest flick.
Talking about the new record, Sony Music India’s south head Ashok Parwani said, “This is a first for us too, we have not witnessed such a huge pick up for any trailer. I will set new benchmarks across the film industry and we are proud to be associated with the magnum opus.”
Weta Workshop, the company behind Peter Jackson’s film trilogy The Lord of the Rings, has worked on the digital make-up and background arts for the film.
Produced by Aascar Films’ V Ravichandran, the music of the movie is by Grammy Award winner AR Rahman. Set to release in Tamil, Telugu, Hindi, Kannada, Malayalam and in all major Indian languages on 24 October, I will be the first Indian film to be dubbed into Chinese.
The movie’s music launch in Chennai was the talk of the nation with Hollywood Star Arnold Schwarzenegger as the chief guest at the spectacle. The evening witnessed a bevy of stars from the film industry with AR Rahman‘s music mesmerizing the stadium of 5000 fans and actor Vikram’s performance leaving everyone spell bound.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
