iWorld
Regional OTT platform aha wins two silvers at Abbys 2022
Mumbai: The regional OTT platform aha bagged two silvers at Abbys 2022 for ‘best regional TV reality show promo’ and ‘best regional TV program promo’ at the star-studded Goafest.
The Abby awards 2022 recognised and honoured aha’s creative work for its NBK campaign and has become the top talk show on the IMDb list during its run. The promo features Telugu superstar NBK- Nandamuri Balakrishna, which has garnered millions of views.
aha winning these awards, in the first year of Abby’s participation, speaks volumes about its creative strengths and fine campaign execution. The two promos created by aha’s in-house team are worthy of praise, as they not only bode well for the company but also inspire every new creative shop from regional markets to dream big at the Abbys.
On the winning, aha CEO Ajit Thakur said, “We are thrilled and grateful to Abby Awards for recognizing us and our work. Our endeavor had always been to question the status quo and give the best to the consumer, be it in content or in communication. We are glad that this award is for the promo of one of our path-breaking shows Unstoppable. We tried to represent the stature of the celebrity and show, in the promo in an interesting way and it connected very well with all the Telugu audience.”
aha has close to two million Paid subscriptions in Telugu market with more than seven million users. The company has recently launched a slate in the Tamil language as well, further manifesting its promise of providing “100 per cent local entertainment.” It has a variety of content offerings, right from blockbuster films to web series, original films to talk shows, game shows and much more.
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.
