iWorld
Nokia MixRadio broadens the horizon for music lovers in India
MUMBAI: Nokia MixRadio, the popular global music streaming service today announced its collaboration with talented musician and popular artiste, Ustad Rahat Fateh Ali Khan. Ustad Khan joins a long list of celebrated artistes such as Lady Gaga and India’s very own Priyanka Chopra to collaborate with the popular music app – Nokia MixRadio.
Ustad Rahat Fateh Ali Khan will also be exclusively curating playlists for Nokia MixRadio giving music lovers across 31 countries exclusive access and insight to the singer’s renditions and musical tastes. This service will be available across popular ranges such as the Nokia Lumia and the Nokia X family.
Mr. Viral Oza, Director Marketing, Nokia India Sales, a subsidiary of Microsoft Mobile Oy says, “As Nokia MixRadio expands into the emerging market of digital global music streaming in developing markets, it is slated to see an upswing of growth resulting in one in every fifteen users coming from India. To cater to this rising user demographic we are slated to position Nokia MixRadio as the ultimate gateway to not only offer diversely curated domestic music but also the best of international music. Through our collaboration with an iconic artiste like Ustad Rahat Fateh Ali Khan we look to give our consumers across different platforms the best music experience at their fingertips”
Speaking ahead of the occasion, Ustad Rahat Fateh Ali Khan said, “It is great to experience what Mix Radio is all about and being part of such a project is overwhelming. I want my album “Back 2 Love” to reach out to the masses and global audience. Mix Radio is surely the best way forward for this. The producer of this album, Salman Ahmed and MD of UMI, Devraj Sanyal both have been instrumental in making this happen. There are two amazing videos as well which I am sure will be loved by all my music lovers”.
Devraj Sanyal, Managing Director, Universal Music/EMI Music, South Asia said; “The long awaited new album ‘Back 2 Love’ from the legend Ustad Rahat Fateh Ali Khan is a collection of ten stunning new soulful songs and is easily his best work to date. Being his first new album in seven years, it needed a launch platform that will do justice on a global scale and we believe that there is no better place than to launch on MixRadio.”
“Nokia has been and continues to be one of our most valued partners. After just launching Priyanka Chopra’s new International single globally on MixRadio, we are now ready to take our partnership with MixRadio further with the launch of Ustad Rahat Fateh Ali Khan’s new album ‘Back 2 Love’ to a worldwide audience”, concluded Sanyal.
MixRadio is also equipped with a unique PlayMe feature allowing users to discover 30 million tracks and at the touch of a button, taking playlists offline. When data connection is not available, the feature offers users the opportunity to enjoy music anytime anywhere, by taking hours of music and mixes offline, perfect for commuting and avoiding data costs.
As digital revenues show an increase of 43% in 2013 globally and are set to top $5.9 billion in 2014, MixRadio will deliver its personalized, unique listening experience, allowing listeners across the globe to access the most popular playlists created by musical experts and celebrities that are free of adverts, sign ups or subscriptions.
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.
