iWorld
ECOA appoints Shemaroo’s CEO Hiren Gada as its new president
Mumbai: According to a recent announcement made at the 58th annual general meeting of the Entertainment Content Owners Association of India (ECOA), Shemaroo Entertainment’s chief executive officer Hiren Gada has been named as their new president.
In further development, RK Duggal, Ashok Jain, and Narendra Hirawat were onboarded as the association’s next vice president, secretary, and treasurer, respectively.
Speaking on the announcement, Gada said, “It’s an honour to be elected as the president of this prestigious association that has been safeguarding the interests of the entertainment content owners of India. I am grateful to all my colleagues and members of the ECOA for entrusting me with this responsibility. I am excited to collaborate with industry leaders to future-proof content ownership and distribution with the emergence of technology and web 3.0.”
ECOA is a comprehensive apex body dedicated to the causes, growth, promotion, protection, and welfare of all entertainment content owners in India across all genres, languages, and formats.
On 15 October 1963, Lim Billimoria and a few other Indian film exporters formed the Indian Film Exporters Association to promote and facilitate the export of Indian films abroad.
The association represents, protects, and promotes the overall well-being of all Indian entertainment content owners. It is a non-government and non-profit organisation that plays an important role in securing the holder’s various legitimate content rights.
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.
