iWorld
One million GST-related Tweets between 30 Jun & 2 Jul as India sought news & updates
MUMBAI: Twitter is the best place to know what’s happening around in India and to talk about it. Over the weekend, Twitter saw over one million GST-related Tweets (between 30 Jun – 2 Jul 2017) as the whole country flocked to the platform for live breaking news and updates on the launch of GST in India. From #GSTIndia to #GSTForCommonMan, conversations on Twitter echoed the nation’s mood and its temperament towards an event of national significance.
As the launch of GST took place at midnight, people took to Twitter to express their opinions and conversations on the platform peaked at 12:30 AM on July 1st with 1.1K Tweets per minute. Top hashtags around the conversation show all sides to the story, including: #GSTCouncil, #GSTIndia, #GST@GoI, #GSTRate, GST, #GST, #GSTsimplified, #IndiaforGST, askGST, #GSTForCommonMan, #HalfCookedGST, #HalfBakedGST.
Mahima Kaul (@misskaul), Head of Public Policy and Government, Twitter India said, “Conversations around the launch of the GST exemplify Twitter as the best place for people to connect with what’s happening in India and around the world and express their opinions. The platform witnessed a myriad of perspectives from Indian audience supporting as well as raising their concerns about the same. With more than a million Tweets on GST, we hope the public feedback will help to facilitate greater citizen engagement on the topic.”
Top Tweets around the conversations for GST include:
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.
