iWorld
Billboards Behaving Badly as Prime Twists Fan Favourites for The Traitors
MUMBAI: If you’ve done a double take at a Mirzapur quote on a billboard lately, you’re not alone. Across Indian cities, something strange is afoot famous lines from hit Prime Video shows like Paatal Lok, Farzi, Panchayat, and The Boys are popping up on massive hoardings… but with a twist.
What at first glance feels like a nostalgic nod to your binge-watch favourites quickly unravels into something more sinister. The quotes look right, but they aren’t quite right and that subtle off-ness is precisely the point. This isn’t just a trip down memory lane. It’s a breadcrumb trail. And the destination? Deception.
Welcome to the world of The Traitors.
Set to launch soon on Prime Video, The Traitors is the Indian adaptation of the globally acclaimed reality format where trust is fragile, alliances are fleeting, and betrayal is always just around the corner. With a gameplay that rewards strategy, subterfuge and social smarts, The Traitors is poised to flip the reality TV genre on its head.
The billboard campaign is the first move in this psychological chess match. Disruptive, cheeky, and slightly unsettling, it plants a single thought in viewers’ minds: can you trust what you see?
In a climate of reboots and reunions, this fresh format brings something more intriguing to the table unpredictability. And as the quotes from familiar shows start to behave badly, it’s clear the game has already begun.
Keep your eyes peeled. The signs are everywhere. The Traitors is coming soon only on Prime Video. But in this game, nothing is what it seems.
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.
