iWorld
ALTBalaji acquires 17.5 per cent stake in Tring
KOLKATA: ALTBalaji has acquired 17.5 per cent stake in the online celebrity digital engagement platform, Tring. With this investment, Tring’s valuation rose to about Rs 100 crore in the short period since its inception earlier this year.
The celebrity shout-out and engagement platform was started in February 2020 by Akshay Saini, Rahul Saini and Pranav Chabhadia. Tring has over 2000+ celebrities and offers a wide range of digital services like personalized video shoutouts/messages, live video calls, DMs on Instagram, etc. for two-way engagement between celebs and their fans.
As part of this transaction, ALTBalaji will be entitled to appoint one board member to represent them on the board of B. D. Inno Ventures Pvt. Ltd. (the parent company of Tring). The investment reinforces ALTBalaji’s presence in the lucrative celebrity commerce business in India.
Commenting on the new development, Balaji Telefilms Ltd joint managing director Ekta Kapoor said, “Having been in the business of entertainment for more than two decades now, we value the bond between celebrities and their fans. Both ALTBalaji and Tring work with talent and try to bring them a step closer to their fans and vice-versa. We believe this synergy will work in favour of both the brands and help each other widen our reach.”
Balaji Telefilms Ltd managing director Shobha Kapoor said, “This investment in Tring allows us to better connect with audiences across India. The team at Tring has done a tremendous job in such a short period, and we are confident that with our investment and support, they will scale much faster, bringing audiences closer to the celebrities they adore.”
Speaking on this investment round, Tring co-founder Akshay Saini said Balaji’s investment in Tring will help the platform continue its market penetration and better reach the masses. “We have just begun, it is day one,” he added.
Tring’s existing investors include ace-photographer and movie producer Atul Kasbekar, along-with industry-leaders and super angel investors viz. Kalyan Krishnamurthy CEO Flipkart, Sujeet Kumar CEO Udaan, Gaurav Munjal CEO Unacademy, Roman Saini, Hemesh Singh, Sumit Jain, Dinesh Godara (Founding team Unacademy), Keshav Sanghi (Ventureworks India), Dalbir Saini (Chairman BDI Group) amongst others.
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.
