iWorld
Balaji to PayU VoD subscription
MUMBAI: PayU India has partnered with ALTBalaji, the digital platform of Balaji Telefilms Limited for opening an additional method of payment for the OTT platform’s subscription services. Payment options provided through PayU Biz are Credit Card, Debit Card, Net Banking, Itz Cash, Yes Pay, Ypay, PayU Money wallet and UPI. The global OTT entertainment platform – ALTBalaji will offer 250 hours of original content and subscribers in India and abroad will have the option to pay through PayU.
ALT Digital Media CEO Nachiket Pantvaidya said, “Our vision of providing a seamless experience to our subscribers is fulfilled by the ease with which PayU enables payments in India and abroad. By enabling UPI based payments we hope to pioneer digitally payments for entertainment a reality on our platform and reiterate our commitment towards Digital India. We hope to leverage the wide variety of payment options that PayU brings to ALTBalaji.”
PayU India head SMB business Pradeep Shekhawat said, “The association will move us forward in our endeavor to double our digital transactions by year end, which currently stands at around INR 6,000 crore per month. Using our secured payment gateway, consumers pay through Credit Card, Debit Card, Net Banking, Itz Cash, Yes Pay, Ypay, PayU Money wallet, UPI & USD and enjoy ALTBalaji’s subscribership.”
PayU has presence in 16 high growth markets in Asia, Central and Eastern Europe, Latin America, the Middle East and Africa with an active user base of 30 million and processing 150 million transactions in 2016 worth a combined $4.2 billion.
Created to provide an alternative to mainstream Indian entertainment & TV content, ALTBalaji will bring fresh and interesting stories to audiences in varied genres. The platform will offer original content of 250 hours in the first year of its launch.
ALTBalaji app launched on 16 April 2017 with five new shows and will release new shows every fortnight for its viewers to binge watch. The content is created by some of the best talent of the Indian entertainment industry, including critically acclaimed directors and actors. The long illustrious list of artists comprises of Nagesh Kukunoor, Juhi Chawla, Nimrat Kaur, Rajkumar Rao, Hansal Mehta, Sakshi Tanwar, Ram Kapoor, Atul Kulkarni, Sameer Soni, Yudhishtar Urs, Dipannita Sharma Atwal, and more.
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.
