iWorld
Marriott Bonvoy becomes official loyalty partner for Ed Sheeran +-= ÷ x Tour
Mumbai: Marriott Bonvoy, Marriott International’s award-winning travel program with more than 30 extraordinary brands and endless experiences, has announced it is the loyalty partner to the four -time Grammy award winner Ed Sheeran’s +-= ÷ x Tour – India 2024, brought to India by BookMyShow Live, the live entertainment experiential division of BookMyShow. The last and final stop of the global tour will be in Mumbai, India at the Mahalaxmi Racecourse on 16 March, 2024. This strategic partnership grants Marriott Bonvoy members access to exclusive ticket with guided site tours and an exciting sweepstakes – an opportunity for fans to win tickets to the iconic Ed Sheeran + – = ÷ x Tour – India 2024.
Marriott Bonvoy members can gain access to this once-in-a-lifetime music experience from Marriott Bonvoy Moments, the platform where members can use points earned from travel and everyday activities to redeem exclusive experiences. Members can redeem their points for never-done-before guided site tours one day before the concert, they will also be awarded Marriott Bonvoy Lounge passes that grant exclusive access to the concert. In addition to this, Marriott Bonvoy will also grant GA passes to members which they can redeem through the Marriott Bonvoy Moments platform using their points. The moments have gone live on 7 February 2024.
This strategic partnership also gives fans and music lovers the opportunity to participate in the sweepstakes with simple registration to the Marriott Bonvoy program, which is free and easy at marriottbonvoy.com. Ten lucky winners will be selected randomly from eligible entries received throughout the sweepstakes period. The sweepstakes go live from 15 February – 1 March, 2024.
“As the official loyalty partner for Ed Sheeran’ + – = ÷ x Tour – India 2024 through our strategic partnership with BookMyShow Live, we are excited to tap into the positive power of music and entertainment, to deliver once-in-a-lifetime experiences for Marriott Bonvoy members. This strategic partnership underscores Marriott Bonvoy’s commitment to constantly innovate the way we engage the next generation of travelers with some of the most iconic performers of this era, while showcasing the value proposition of our loyalty program and enrolling prospective new customers,” said Marriott International – VP Marketing – South Asia Khushnooma Kapadia.
BookMyShow Live, the live entertainment division of BookMyShow will bring Ed Sheeran’s
+ – = ÷ x Tour to India as promoters for the tour along with AEG Presents.
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.
