iWorld
Hungama to launch four new original programs
MUMBAI: Hungama, is one of the India’s largest digital entertainment company, today announced its foray into long-form original programming. Four shows, Damaged, Hankaar, Bar Code and Boys with Toys, each belonging to a different genre and showcasing a wide-ranging cast and crew from the film, TV and theatre world will launch over the next three months. Damaged, premiering on 6th June 2018 on Hungama Play, will kickstart this initiative of the company.
While the initial 4 shows would be in Hindi, Hungama also plans to create original content in other major Indian languages.
Commenting on this, Hungama Digital Media managing director and CEO, Neeraj Roy, said, “Hungama Originals are a step forward in storytelling for us. Each of our originals explore different themes and feature strong, contemporary storylines with compelling performances in order to appeal to a diverse, heterogeneous digital audience. We hope to launch 10 – 12 shows in this fiscal year and are certain that through our long-form content, we’ll be able to significantly increase our user base.”
Damaged, a psychological crime drama, stars Amruta Khanvilkar as the seductress, Lovina – a promiscuous, brutal and remorseless serial killer, and Amit Sial as Abhay – a ruthless, angry and trigger–happy cop. The story begins with the disappearance of a famous painter. Soon the cops realize that his case is just the tip of the iceberg, there are numerous other young men who have gone missing and have never resurfaced. Investigations start and a suspect emerges – Lovina. This turns into an intriguing cat and mouse game between Lovina and the police, led by Abhay.
The show is an interesting study of human behaviour with both the lead stars playing characters that are flawed and have more shades than one. Lovina is an ordinary woman who has a way with men, but finds it difficult to forgive their trespasses. She ultimately embarks on a dark journey from which she can’t return. Abhay, a cop obsessed with solving the serial killings to the extent that he’ll go to any lengths possible, is plagued by his own inner demons that rob him of his humane qualities. The worlds of these ‘Damaged’ characters collide, creating a dramatic and gripping confrontation. The show is directed by Aarambhh Mohan Singh and produced by Alligator Media Productions.
Hankaar, an original crime drama, narrates the story of five Mumbaikars – Nisha (Yogini Chouk), Mangesh (Pramod Sanghi), Pradeep (Rajesh Balwani), James (Shardanand Singh) and Joy (Ram Menon). The story arc follows their struggles and triumphs. Unknown to each other, their lives get intertwined because of a common enemy and certain events in their lives push them to take an unexpected journey. Hankaar is produced by Pocket Films, Talkaholics Productions and Cancom.
Bar Code, an original drama is about the uber-elite and is set against the backdrop of Mumbai’s buzzing nightlife. Starring heartthrobs Karan Wahi and Akshay Oberoi, the show deals with the lives of 2 best friends-turned-enemies, both owners of two rival nightclubs in the city. As much as they have a good life going for them, destroying the other is the only thing on their minds, considering the grudge from the past they hold for each other. Bar Code is produced by Panorama Studios.
A young comedy, Boys with Toys is a hilarious take on the lives of two young men, Aditya (Umang Khanna) and Jignesh (Rishabh Chaddha) whose lives go into a complete flip when one of them receives an unusual inheritance – a box full of sex toys. The boys need to figure ways to turn the inheritance into a thriving business and in the process, have some misadventures along the way. Boys with Toys has been produced by Ashvini Yardi’s production company, Vini Yard Films.
Hungama will continue to focus on stories that appeal to both, Indian and global audiences. Hungama Originals will address a large audience pool seeking differentiated content across different age groups, genders and geographies, offering something for every viewer.
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.
