iWorld
Beats by belief as Travis Scott turns a 2011 tweet into a full-circle film
MUMBAI: From a single tweet to a stadium-sized roar, this one plays loud on belief. Beats has teamed up with global music icon Travis Scott for Dare to Dream, a cinematic short that turns a 2011 declaration into a present-day statement of intent with Powerbeats Fit taking centre stage.
The film draws its emotional spine from a tweet Scott posted on 5 March 2011: “One Day Travis Scott Will Be Somebody.” Nearly 15 years later, that line has become an annual viral reminder of how ambition ages into achievement. Beats reimagines it not as nostalgia, but as a living timeline, part memory, part manifesto.
Set inside a painstaking recreation of Scott’s childhood bedroom, the film grounds its spectacle in reality. A young Travis is seen making beats on an Apple iMac, wearing the original Beats Studio headphones he grew up admiring. The scene then slips into a dream sequence sold-out arenas, thunderous crowds from his Circus Maximus tour before snapping back to reality with a mother’s call to get ready for school. That mother is Wanda Webster herself, lending the moment a quiet authenticity.
The bridge between eras arrives in a small but telling detail: a pair of Powerbeats Fit discovered in his pocket. Scott puts them on, presses play, and an unreleased track cues up, a neat metaphor for continuity rather than reinvention.
The campaign also reflects a relationship that has been years in the making. Scott’s association with Beats dates back to 2015, beginning with the Beats x UNDFTD collaboration, followed soon after by the brand’s Got No Strings global campaign for BeatsX. Nearly a decade on, the partnership returns with a sharper narrative focus.
Behind the camera, the project reunites longtime collaborators. The film was created with Larry Jackson, founder of gamma., and directed by Anthony Mandler. Jackson’s own history with Beats stretches back to the brand’s earliest days, having worked closely with co-founder Jimmy Iovine, a link that adds to the film’s full-circle theme. To maintain authenticity, the team opted for advanced digital de-ageing VFX rather than casting a lookalike to portray a younger Scott.
While the storytelling leans personal, the product message is clear. Powerbeats Fit is positioned as Beats’ next-generation performance earbud built for artists, athletes and creators who thrive on focus and momentum, mirroring Scott’s own trajectory from bedroom producer to global headliner.
In an era crowded with celebrity endorsements, Dare to Dream sidesteps the sell by leaning into story. It’s less about how far Travis Scott has come, and more about the moment he decided where he was going proving that sometimes, the boldest beat is the one you back before anyone else can hear it.
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.
