iWorld
Lionsgate Play partners with Sony Music for ‘Jugaadistan’
Mumbai: Lionsgate Play has partnered with Sony Music for their upcoming Indian original series “Jugaadistan.”
Sony Music has picked a diverse album that reflects the theme of the show and brought homegrown music band Indian Ocean and have songs by Akasa, Mika Singh and The Yellow Diary amongst others. They will be promoting it under their banner.
The show’s stellar background music complements and completes the vast narrative with ease. Put together by Anurag Saikia, Khamosh Shah, Prabhdeep Taba Chake, Traffic Jam and Moussak – the songs blend mainstream voices with the music of celebrated underground artists. The
“Right from the word go, we paid a lot of attention to the music of the show,” said Lionsgate managing director South Asia and networks – emerging markets Asia Rohit Jain. “It is a campus drama, and we didn’t want the usual run-of-the mill songs for it. Each track has been crafted with attention to detail and reflects the theme and mood of our story. We are glad that so many artists agreed to come and do the music for the show. We tried to keep the album’s vibe very diverse so that the songs appeal to college goers across the country. And for those who’ve passed out and adulted, it’s a trip back to good times!”
“There is novelty in this album and that was our biggest draw,” said Sony Music India executive director Sanujeet Bhujabal. “We were mesmerised by the use of the sounds by artists who come from such different worlds and yet fit in so beautifully with the album. It was a delight hearing the beats of Indian Ocean, the Yellow Diary and Akasa in a mainstream show, though they are well known for their pop tracks. And yet, the show has found such talented indie artists to score their background music. This is an eclectic album that is bound to strike a chord with everyone.”
“In today’s dynamic global music ecosystem, we at Lionsgate want to give our audience a holistic experience which includes music by the finest,” said Lionsgate vice president licensing and content partnerships Gayathiri Guliani. “The music created for ‘Jugaadistan’ is created with the best of singers, composers and artists that give a desi yet urban vibe. ‘Jugaadistan’s’ music connects instantly to all age groups. We couldn’t have looked for a better partner than Sony Music for ‘Jugaadistan’s’ music to reach new heights.”
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.
