iWorld
Meta to unveil web version of Threads next week, suggest media reports
Mumbai: Meta, the social media mammoth, is planning to launch the web version of Threads next week, as per media reports. Threads, as we all are aware, is the rival app to Elon Musk’s Twitter/X.
The reports mention that Meta is planning to roll out the web version of Threads early next week but the plans aren’t yet final and it could be changed. The users can see the thread’s posts on the web but access to it is limited as the threads app is built keeping mobile users in mind.
Last week, Threads and Instagram CEO Adam Mosseri brought to the fore that the web version of Threads is being tested internally. The reports noted that Threads had started showing labels for state-controlled media outlets in a bid to stop fake news and propaganda.
In a post on Threads, Meta CEO Mark Zuckerberg said that the web version would reach users over the next few days. Meta brought out that it will add more features to the web version of Threads in the coming weeks. But, some features of the mobile app won’t be available just yet. For instance, web users won’t be able to edit their profile or send a thread over to Instagram direct messages.
Meta revealed that the web experience would permit posting, viewing the feed, and interacting with others’ posts.
Threads crossed 100 million sign-ups for the app within five days of its launch on 5 July. Consequently, it saw a decline in its number of users.
The launch of the web version of Threads is much awaited and is expected to receive wider acceptance among companies, brands, advertisers, and media professionals – they would be able to exploit the platform’s web version to its full potential.
As per a Reuters report citing analytics platform Similarweb data, the daily active users on Android version of Threads app fell to 10.3 million from the peak of 49.3 million in a period of over a month.
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.
