iWorld
Manorama Online revels in the spirit of Onam
Mumbai: It’s reassuring to note that, after a year and a half since the outbreak, humanity has found indigenous ways to circumvent the pandemic and digital has been the confidant in the new normal. Cut to Kerala, the best time of the year is around the corner, Onam.
This year, Onam for Malayalis across the world will be powered by meaningful digital connections. Be it choosing Onakkodi for the loved ones via video shopping, the joy of laying an ‘athapookalam’ (floral carpet) with childhood friends via an e-pookalam offering, enjoying Kathakali with family through a Livestream, preparing a sumptuous Onasadya together through recipe podcasts or through ordering in via food delivery platforms, indulging in Onakalikal through gaming platforms, watching the latest blockbuster in many of the OTT platforms, paying for an Onam Club donation via the payment platforms, Onam comes alive online in more ways than one.
manoramaonline.com catering to 36 million Malayalis, spread across 200 + geographies will be enabling Malayalis across the world to celebrate Onam online through nostalgic reportage, immersive online properties like designing digital pookalam, digital onakalikal (games), and multisensory experiences.
Its latest campaign – ‘Nothing will stop a Malayali from celebrating Onam’ turns the spotlight on the unstoppable Malayali spirit to celebrate Onam in all its fervor yet responsibly. The Local Network, agency of record for manoramaonline.com has conceived and executed this campaign.
“The pandemic has certainly impacted the way we live, work & play, but in Kerala, it has not lowered the spirit of Onam, thanks to festivities taking a virtual turn,” said Manorama Online, general manager, marketing, Boby Paul.
“Onam is a festival we cannot afford to miss, a once a year celebratory band in a Malayali’s life, come what may,” said The Local Network, creative director, Nitin Menon. “Cautious optimism is the need of the hour.”
Kerala, armed with one of the highest internet penetration rates in the country, ranks high in online news consumption and online shopping. This year, Onam is expected to mark the revival of the shopping season in adherence to the protocols by leveraging the seamlessness of digital experiences.
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.
