iWorld
ESPN bets big on apps for India
MUMBAI: With increasing preference for sports on digital platforms, ESPN is working towards tapping this demand with more content.
The broadcaster, which has been present here for over quarter of a century, owns two digital properties — ESPNcricinfo, a cricket content platform, and a co-branded multi-sport content offering ESPN.in, with its joint venture partner Sony Pictures Networks India that was launched 15 months earlier.
For ESPN, digital video consumption has been growing at 150 per cent, while mobile video demand has been growing even more dramatically, at a rate as high as 350 per cent.
“We believe that India is a mobile-first market and data confirms that. Almost 78 per cent of all our traffic is either on the mobile web or the app. We also believe that, over time, people are shifting from mobile web towards apps,” ESPN International executive vice-president and managing director Russell Wolff has said.
He said the company has been producing more videos for mobile and digital platforms, given the growing interest in digital content.
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.
