iWorld
Atrangii shakes hands with Dubai’s GDRFA to expand global entertainment
MUMBAI: The world just got a little more ‘Atrangii’! In a bold move that cements its global ambitions, Atrangii has announced a strategic partnership with the General Directorate of Residency and Foreigners Affairs (GDRFA) in Dubai. This milestone collaboration marks Atrangii’s grand entry into the middle eastern entertainment market, blending world-class storytelling with cultural innovation.
As content consumption skyrockets across the middle east, Atrangii is stepping up to deliver diverse, high-quality, and engaging narratives tailored to an ever-expanding audience. With this move, the Indian entertainment powerhouse isn’t just exporting content—it’s weaving an entertainment revolution that transcends borders.
“We are thrilled to announce a significant milestone in our journey—Atrangii’s association with the Government of Dubai (GDRFA) as we expand our footprint in the middle east. This collaboration is a testament to our vision of delivering world-class entertainment experiences that resonate beyond borders”, said Atrangii founder Vibhu Agarwal via Linkedin.
The partnership aims to create an entertainment ecosystem unlike any other, fusing cutting-edge technology with compelling storytelling. Atrangii is set to captivate audiences with content that not only entertains but also bridges cultural narratives between India and the middle east.
“This is more than just an expansion; it’s a movement towards globalising Indian entertainment and crafting stories that connect with audiences worldwide. As we step into this new era, our focus remains on excellence, innovation, and delivering content that leaves a lasting impact”, added Agarwal.
The middle east is a rapidly growing entertainment hub, and Atrangii’s presence in the region signals a significant shift in global content dynamics. By joining forces with Dubai’s GDRFA, the brand is poised to redefine how audiences consume entertainment on a global scale.
The future of entertainment isn’t just coming-it’s already here, and Atrangii is leading the charge. Stay tuned as the brand continues to break new ground and reshape the industry.
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.
