iWorld
Industry heads see huge headroom for growth across TV & digital in India
KOLKATA: At the Asia Video Industry Association’s (AVIA) recent Future of Video India conference, industry leaders remained upbeat about the potential for growth in India’s television landscape despite a painful 2020 which had seen a 25 per cent drop in TV advertising revenue.
The conference opened with an overview of the Future of Video in India with Media Partners Asia (MPA) India VP Mihir Shah. With learnings from the last year and economic resurgence in certain sectors, MPA predicts that in the next five years, with every new incremental dollar in the region, India will have 35 per cent share, almost evenly divided between television and online video.
While cable in general is going through a structural decline, pay-TV subscriptions will grow both in value and volume and continue to offer scale for the traditional media players. And with more than 60 online video services in India, the total addressable market will continue to expand.
This local expansion is what Disney+ Hotstar president & head Sunil Rayan is eyeing, with the streamer’s next stage of growth primed at developing their product for India, with pricing and content made for the local market. As India is a mobile-first market which drives individual viewing, while OTT and TV is not a zero sum game, OTT content needs to be far more engaging for individual viewing. “Fundamentally, we don’t believe in a one-size-fits-all approach for India because there are multiple Indias within India,” mentioned Rayan.
The sentiment of diversity and positive co-existence among the platforms was echoed by Discovery Communications India south Asia MD Megha Tata. “India lives in several centuries at the same time,” she said, and this is not only the beauty and complexity of the market but also the opportunity to do more. While it is still a long way away before the demise of the TV, a differentiated content and product offering remains a key focus.
“Content is king . . . distribution is god . . . that play of god and king will continue but differentiation of content will play a critical part in decision making,” added Tata.
This focus on local content is also what drives content platforms. Netflix India VP content Monika Shergill shared that premium storytelling was a new space in India, as Indian audiences were open to experimentation and yet gravitating towards highly local tastes. “Our job and our passion is to find the best stories . . . the biggest stories . . . the untold stories from India and to become the service of choice for Indians in India . . . and in different parts of the world,” shared Shergill.
For Zee5 Hindi Originals head Nimisha Pandey, the initial focus was on building volume, though it has now shifted to adding to the variety and scaling up the content offering. She, too, has realised the need to up the game on the regional market for the next set of growth. “There is so much demand that there is much hope for everyone to grow their businesses,” said Pandey.
As the market where the next billion consumers of video will come from, Zee5 Global chief business officer Archana Anand summed it up best when she said, “It is the decade of video.”
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.
