iWorld
‘Farar’ by Applause Entertainment and Zindagi shines at DC South Asian Film Festival
Mumbai: Following its stellar success at the Chicago South Asian Film Festival, Applause Entertainment and Zindagi’s drama series, “Farar,” directed by Mehreen Jabbar and featuring a stellar cast including Sarwat Gilani, Mariam Saleem & Maha Hasan is poised to extend its international journey by gracing the US East Coast at the upcoming DC South Asian Film Festival. Slated for a screening on 3 December, this series, renowned for its compelling narrative and outstanding performances, continues to enthrall audiences on a global scale. To coincide with it’s release, director Mehreen Jabbar and actor Maha Hasan will be present at the festival on Sunday, 3 December, at 2:30 PM, hosted at the American University School of Communication Doyle-Forman Theater.
Presented by Applause Entertainment, a Zindagi original Farar, a six-part series, tells the story of three independent women who are navigating the complexities of modern life. The series highlights the universal human experiences of friendship, love, and personal growth, while simultaneously tackling issues such as societal pressures, identity, taboos, and body shaming.
Mehreen Jabbar, acknowledged as one of Pakistan’s foremost directors, expresses her excitement about the series premiering at the DC Film Festival, a city known for its vibrant South Asian community and a festival championing diverse storytelling. She notes, “The anticipation of our series premiering at the DC Film Festival is truly exciting. This dynamic city not only embraces a vibrant South Asian community but also hosts a festival known for championing diverse storytelling. In a time where divisions persist, it’s uplifting to witness the union of two major South Asian nations in the spirit of storytelling at the DC festival.”
The DC South Asian Festival stands out as a highly acclaimed cinematic celebration, held annually in the heart of the United States, Washington D.C. This festival, now in its 12 years, takes pride in showcasing and honoring the finest in alternative cinema from India, Pakistan, Afghanistan, Bangladesh, Nepal, Bhutan, Tibet, and Sri Lanka. Faraar,’ takes center stage as the only web series to be screened in the drama category, that delves into tangled relationships and individual evolution, promising to be a standout moment at the festival.
Zee Entertainment Enterprises Ltd chief creative officer Shailja Kejriwal said, “From Farar’s successful Chicago debut to its significant move to DCSAFF, it’s indeed been a remarkable journey. The Zindagi and Applause Entertainment partnership reflects our shared dedication to diverse narratives. We’re excited to witness how the audiences embrace our storytelling heritage.”
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.
