iWorld
MX original ‘EK Thi Begum 2’ crosses 300 million streams
Mumbai: MX Player original series “Ek Thi Begum 2” has crossed 300 million streams over five days, said the OTT platform in a statement. The Anuja Sathe starrer has received an 8.8 rating on IMDb and ranks amongst the platform’s biggest hits like “Aashram,” “Bhaukal,” and “Raktanchal.”
Directed by Sachin Darekar and Vishal Modhave, “Ek Thi Begum 2” is laced with a host of talented actors including Shahab Ali, Ajay Gehi, Hitesh Bhojraj, Chinmay Mandlekar, Vijay Nikam, Resham Shrivardhankar, Rajendra Shisatkar, Nazar Khan, Sauraseni Maitra, Lokesh Gupte, Mir Sarwar, Purnanada Wandekar and Rohan Gujar in pivotal roles.
“I am overwhelmed by the response Ek Thi Begum 2 has received,” said the lead actress Anuja Sathe. “This series goes to show that it isn’t star power but gripping narratives and content that pulls in audiences.”
The show was available for streaming in Hindi and Marathi dubs and is a rare sequel that has received as much acclaim as its predecessor.
“We are delighted to see a regional, bilingual show like Ek Thi Begum turn into one of the most-watched series on MX Player,” said MX Player chief content officer Gautam Talwar. “We always strive to deliver interesting elements from different realms and Ek Thi Begum 2 has given us a chance to recreate that era’s fascination in today’s world and we are glad that the audience is appreciating it.”
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.
