iWorld
Government to launch centralised digital music licensing registry within two months
NEW DELHI: India’s information and broadcasting ministry will roll out a centralised digital music licensing registry by October 2025, in partnership with rights societies, as part of a wider push to unlock the country’s live entertainment sector.
The decision was sealed at the inaugural meeting of the joint working group (JWG) on promoting live events, chaired on 26 August at the National Media Centre by Sanjay Jaju, secretary in the information and broadcasting ministry.
Officials from the ministries of culture, youth affairs and sports, skill development, finance and DPIIT joined, alongside the Sports Authority of India and state governments from Maharashtra, Delhi, Uttar Pradesh, Telangana and Karnataka. Industry bodies Ficci, CII, Eema and Ilea sat across the table from companies including BookMyShow, Wizcraft, Saregama, District by Zomato and Touchwood Entertainment. Rights societies IPRS, PPL, RMPL and IMI Trust were also present.
Key outcomes included integrating live-event approvals into the India Cine Hub portal to cut red tape, drafting a model policy for multi-use of stadiums and public spaces, and embedding live-entertainment skills in the national skills framework. Financial incentives—from GST rebates and blended finance to subsidies and MSME recognition—were also discussed.
Prime minister Narendra Modi has recently described live entertainment as an engine for jobs, tourism and cultural influence. The sector was worth Rs 20,861 crore in 2024 and is growing at 15 per cent annually, buoyed by demand in tier-one and tier-two cities and a rising appetite for music tourism.
Jaju said the government’s target is to place India among the world’s top five live-entertainment destinations by 2030, with potential to create 15–20m jobs. “The JWG will work to harness the concert economy as a driver of infrastructure growth, employment, tourism and soft power,” he said.
The JWG was formed in July on the orders of union I&B minister Ashwini Vaishnaw. It will meet regularly to review progress and feed policy recommendations, building on the white paper India’s Live Events Economy: A Strategic Growth Imperative unveiled at the Waves 2025 summit.
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.
