iWorld
Men of Platinum’s Honourthe7 pays tribute to MS Dhoni’s enduring legacy
MUMBAI: As IPL 2025 sets the stage for another thrilling season, Men of Platinum unveils Honourthe7, a heartfelt tribute to cricketing legend MS Dhoni. This fan-powered campaign invites supporters to express their admiration for Dhoni in a unique and deeply personal way through a seven-word tribute.
Building on the success of the Men of Platinum x Dhoni Signature Edition, the initiative transforms fan tributes into AI-generated video anthems, featuring the fan and their message an unforgettable digital keepsake to be shared across social media. The most compelling entries will win match tickets to select CSK games, offering a chance to witness Dhoni’s greatness live.
With IPL fever at its peak, Men of Platinum is amplifying the campaign across digital, social, and print platforms, celebrating Dhoni’s management, resilience, and composure values that mirror the strength of platinum itself.
To take the storytelling even further, the brand has partnered with Espn Cricinfo to launch an exclusive content series, Men of Platinum presents The Dhoni Legacy. Hosted by Raunaq Kapoor, the series features legendary cricketing voices including Anil Kumble, Tom Moody, Ambati Rayudu, Ian Bishop, and Sanjay Manjrekar who will share first-hand insights and personal anecdotes about Dhoni’s remarkable journey. Timed around key CSK match days, the series blends real-time match reflections with Dhoni’s defining moments, reinforcing his enduring legacy.
In addition to the Honourthe7 campaign and The Dhoni Legacy series, Men of Platinum is rolling out fan-focused activations, including memes, superfan integrations, and digital tributes, creating an emotionally charged brand moment that resonates with CSK supporters.
Platinum Guild International (PGI)-India consumer marketing director Sujala Martis shared, “The Dhoni Signature Edition is more than just a collection it’s a tribute to the values and legacy of a true icon. This IPL, as Dhoni takes the field once again, we are giving fans powerful new ways to express their admiration. Just like platinum, Dhoni’s legacy is rare and enduring and this campaign honours that spirit.”
Famous Innovations group creative director Tenzin Wangdi added, “Honourthe7 is a collective tribute, written by those who have watched, cheered, and been inspired by a legend.”
Wavemaker chief client officer Shekhar Banerjee stated, “We have transformed fan tributes into timeless digital legacies, ensuring Dhoni’s enduring influence and the Men of Platinum philosophy shine brighter than ever.”
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.
