iWorld
Monk Entertainment expands in South India, adds top talent
Mumbai: Monk Entertainment (Monk-E), a content marketing and creator management company, is all set to expand its footprint in talent representation and digital marketing in South India by onboarding the core team of Fabsquad Media. Aju Philip,ex-COO will now be looking after the creator program and Aishwarya Gunjal, ex-CFO will be looking into the business operations in the south division.
After successfully backing and supporting some of the biggest names from South India in the content creation industry like Niharika NM, Madan Gowri, and Kishen Das, among others, Monk Entertainment will enable and strengthen creators like Chaithania Prakash, Mabu Sherif, Shaz Mohamed, to name a few.
Armed with their proficiency in four key South Indian languages (Telugu, Tamil, Malayalam and Kannada), the newly recruited team will ensure a strong presence for the company in those markets. By establishing a South division, Monk Entertainment aims to nurture and collaborate with talents in the region to boost the creator economy across India as part of its larger vision.
Monk Entertainment co-founder and CEO Viraj Sheth said, “Our vision entails a future where creators from South India not only present their unique culture, diversity and skills through their content but are also justly compensated like their peers in Mumbai and Delhi for the value that they create. We also intend to work in tandem with the brands and companies operating in this region to help them unleash the power of content and influencer marketing.”
With this strategic expansion, Monk Entertainment is primed to work with creators to help bridge the gap between regional acclaim and nationwide recognition and with brands in this market to help them unlock the potential of content marketing with the help of creators.
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.
