iWorld
Indian digital industry to be worth Rs 20k cr by ’20: EY report
MUMBAI: The Indian digital sector is anticipated to cross Rs 20,000 crore by 2020 which includes OTT and digital advertising. The industry at present is worth Rs 8, 490 crore.
The industry includes four key areas of digital revenues — OTT and digital advertising, music OTT subscription, video OTT subscription, and gaming (in-app and paid).
Indian digital media market offers a unique opportunity as mobile penetration TV subscription services and traditional internet is much below the world average, according to an EY report.
The digital industry at present contributes around 14 per cent of the ad spend in India. However, by 2019, it is anticipated to be around a quarter of the total ad expenditure.
According to the report which states that the sector is prepared to see the entrance of new internet users and the net-using population likely to reach around 746 million by 2020, a large number of consumers are expected to start using digital platforms.
According to EY estimates, smartphone penetration is likely to be up to 59 per cent by 2020 from 31 per cent in 2015 and digital ad spend is scheduled to be Rs 185 billion by 2020.
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.
