MAM
HiPi unveils digital campaign ‘HPL Roast’
KOLKATA: Short video platform HiPi has unveiled its latest digital campaign ‘HPL Roast’ for HiPi Premier League, its first ever IP since its beta launch in August 2020.
In a bid to capitalize on the ongoing cricket frenzy, 'HPL Roast' comprises a set of four short films created to promote the video creation platform, which is in-built into the Zee5 app. The films feature witty banter in four different scenarios where cricket fans are either at loggerheads with each other or are battling it out with non-enthusiasts.
HiPi Premier League offers users a chance to enjoy the second screen experience during the cricket season. Captained by celebrities and influencers like Sugandha Mishra, Sanket Bhosle, Gaurav Gera, Ssumier Pasricha, and others, HiPi Premier League features eight teams who are tasked with creating fun short videos to entertain audiences. The eight competing teams – Bangalore Badshahs, Chennai Swaggers, Delhi Dhoomers, Hyderabad Hippers, Kolkata Khiladis, Mumbai Mastis, Punjab Putters, and Rajasthan Rockstars – have been formed keeping the ongoing cricket tournament and regions in mind. While viewers can stay entertained by watching these videos, creators can participate in fun challenges and win exciting prizes.
Zee5 India AVOD head & SVP Manish Kalra said, “With HiPi Premier League, we aim to cash in on India’s immense love for cricket and entertainment. And with these HPL Roast films, we aim to inform people about HiPi’s strongest USP – that it is home to a diverse set of engaging content which will appeal to a varied cross-section of tastes.”
Kalra went on to add, “HiPi is a perfect platform for content consumers and creators alike. Since the beta launch of HiPi on Zee5, we’ve garnered an unprecedented 21 million news user installs, with 43 million existing Zee5 users upgrading to HiPi. We have already roped in 400+ influencers onto HiPi, 70+ Zee TV celebrities, and aim to add 100+ by the end of this year.”
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
