iWorld
ALTBalaji adds 3.48 mn subscriptions in 9MFY22; direct sub revenue at Rs 45 cr
Mumbai: Balaji Telefilms announced its third quarter financial results for FY 2022. The company’s quarterly income from operations at the end of 31 December 2021 stood at Rs 76.2 crore. It posted a net loss after tax of Rs 26.4 crore for the quarter.
The company reported that total subscriptions sold for their OTT platform ALTBalaji for the third quarter year-to-date FY22 stood at 3.48 million. The direct subscription revenue was recorded at Rs 45 crore.
Engagement time on the video-on-demand platform was recorded at 82 minutes with a watch time of 15.45 billion in minutes. Till date, cumulative video views on the platform stands at 1.26 billion.
ALTBalaji added 11 shows in the nine months and has taken the overall library to 89+ shows.
The company said its TV business continued normal in the past nine months with 618 hours of production across seven shows and a strong pipeline for the year. “Three new shows have been lined up and should commence shortly,” said the company statement.
The company also has five film projects in the pipeline. “Movie business resumed production and the company made good progress,” said the company adding that it continues to wait for availability for theatrical launch windows and looking at deals across direct to digital as well. As part of its strategy it continues to control investments in movies and pursue pre-sales and co-production deals where feasible.
“ALTBalaji continues to drive subscription growth and we added 3.48 million subscriptions during the nine months,” said Balaji Telefilms managing director Shobha Kapoor. “We added 11 shows in the nine months and now have a solid line up for the rest of the year. Our strategic content sharing deals will ensure we control on the cash spend while driving overall profitability. Our TV business has shown good recovery in terms of production hours and we hope to improve this momentum as three new shows will commence. In the movie business, production for some exciting projects is at various stages of completion. We closely monitor the availability of theatrical releases and direct to digital launches. Overall, the year has been good and expected to continue the momentum.”
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.
