iWorld
Ad breaks, not heartbreaks as Abema renews Akamai Yospace pact
MUMBAI: In the high-stakes world of streaming, keeping viewers hooked while ads roll smoothly is a delicate balancing act and Abema is doubling down on getting it right. Japan’s leading online video platform has renewed its partnership with Akamai Technologies and Yospace, reinforcing a tech alliance designed to keep streams seamless and advertising smart.
Operated by AbemaTV, Abema clocks more than 500 million views every month, and the scale shows. The platform relies on Yospace’s server-side ad insertion, powered by Akamai’s globally distributed cloud infrastructure, to deliver broadcast-quality advertising across live streams without buffering, breaks or broken immersion.
The setup allows Abema to blend the familiarity of traditional television with the flexibility of digital streaming. Ads are dynamically inserted and tailored to individual viewers, while playback remains uninterrupted, even as audiences surge during live events.
For Abema, the renewed agreement is about future-proofing growth. As live viewership continues to climb, scalability and reliability have become non-negotiable. The Akamai Yospace combination ensures that ad personalisation, measurement and performance can scale in step with audience demand, without compromising viewing quality.
The collaboration underlines a broader trend in Japan’s streaming market, where platforms are pushing to monetise more intelligently rather than more aggressively. By focusing on smoother ad delivery and viewer-centric targeting, Abema is positioning itself at the intersection of performance, profitability and audience satisfaction proving that when ads are done right, viewers are more likely to stay tuned.
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.
