iWorld
Hulu goes global as Disney drops Star and overhauls its streaming app
BURBANK: Disney is ditching Star. From 8 October, Hulu—until now available only in America and Japan—will become the entertainment brand for adult content on Disney+ in international markets. The move sets the stage for a full merger of Disney’s streaming apps next year, as the media giant tries to simplify its cluttered digital offering.
The rebrand comes with a sweeping redesign of Disney+. Subscribers will encounter a new “For You” landing page, powered by algorithms that promise to learn viewing habits over time. A navigation bar across the top splits content by service—Disney+, Hulu and ESPN—whilst a “Live” hub corrals news, sports and round-the-clock streams into one place. New badges will flag season finales, fresh series and recently added films.
Behind the scenes, Disney has rebuilt its recommendation engine from scratch. The new system will surface personalised suggestions across the platform, with user profiles made more prominent to keep viewing habits separate. The homepage gets a visual refresh too: a video carousel replaces static images, brand rows showcase the latest releases with cinematic artwork, and the overall design aims for something sleeker and more modern.
Mobile users will see widgets arrive on iOS devices, offering one-tap access to shows and films. Disney promises “mobile-first” features in the coming months, though it has kept details vague. The company describes these changes as merely the opening salvo, with more updates planned before the unified app launches next year.
The timing is no accident. Disney has been haemorrhaging money on streaming—its direct-to-consumer division lost $512m in the most recent quarter—and needs to cut costs whilst growing subscribers. Consolidating brands and improving discovery could help keep viewers hooked, reducing the churn that has plagued the industry. Whether audiences embrace the changes or simply long for the days when finding something to watch wasn’t quite so algorithmic remains to be seen.
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.
