iWorld
Divo to now offer digital content & influencer marketing services
KOLKATA: Digital media and music company Divo has forayed and expanded its offerings to digital, content and influencer marketing services.
During the country’s protracted lockdown, a fundamental shift has been triggered in the influencer marketing space with big brands deepening their engagement with a variety of influencers as consumers turned to YouTube videos and Instagram reels for everything. Ergo, the team realised a huge market opportunity in the digital marketing domain.
The new division comprises a 15-member team, with associates from leading media companies like TVF, Radio Mirchi, Sun Network, and has collectively created noteworthy case studies through award winning campaigns.
Divo has been working very closely with content creators and talents in growing their digital presence since 2014. And now with brands and advertisers heavily investing in branded content and influencer marketing, Divo aims at providing integrated solutions that fill the gap for content creators and creatively fit the brand’s overall communication, without breaking the USP of the content creators.
In a span of six months, Divo has empowered India’s creator community by locking ties with over 1,000+ YouTube creators and social media influencers; one of the biggest ones being MicSet, Nakkalites, Irfans View under the hood. The pursuit is to cultivate talents of creators across multifaceted genres like fashion, food, entertainment, singing, travel and connect them with brands looking to make a dent on the market by integrating their product/services via powerful creative storytelling.
Divo founder and directory Shahir Muneer said, “With traditional mediums like print magazines, newspapers, OOH either shutting down or facing a huge hit in terms of readership/subscriptions, we noticed that brands and companies are aligning their budgets to online platforms and noticing the importance of influencer marketing. This made it a perfect time for us to launch this new division as we foresee the influencer market growing tremendously over the next two years. While we have already been catering to brands for past couple of years, more from a reactive requirement, this focused approach will be more proactive and grow the agency division with a concerted approach.”
Divo has worked with brands from fintech platforms like Groww, edu-tech learning platforms like Upgrad, Byju’s, to FMCG drivers like Gillette, Pantene, Colgate, e-commerce like Amazon and LG from smartphone category and engaged millions of audiences single-handedly through influencer marketing. Divo recently won a Gold Award at StreamCon in the best brand integration category for one of their clients- Nua, for their sanitary pad in association with Youtuber – Cheeky DNA.
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.
