iWorld
Opera TV tieup: ALTBalaji to be on smart TVs, Blu-rays & STBs
MUMBAI: OTT business in India seems to be a game of good yet reasonable content in the most accessible form.
ALTBalaji, a digital platform for exclusive and original shows from India, has announced its content availability on Opera TV. This means that all Smart TVs, Blu-ray disc players and set-top boxes powered by Opera TV, will provide instant access to over 250 hours of original content from ALTBalaji. Simultaneously, ALTBalaji subscribers will now be able to access the service using the Opera TV store.
ALTBalaji was launched globally on 16 April 2017 with six original show. The app claims to have already clocked more than three million downloads with subscribers from over 75 countries. Opera TV is a leader in enabling OTT through its embedded and cloud software portfolio that is integrated by manufacturers and operators. In the past five years, over 150 million connected TV devices have been enabled by Opera TV, awarding it a global market share of 33 per cent in Smart TVs.
ALTBalaji COO Sunil Nair said, “With this partnership, our content will be accessible for viewers on Smart TVs as well as other platforms like Blu-ray Disc players and set-top boxes. As per statistics, 29 per cent of TVs are Smart TVs, and 93 per cent of Smart TV owners connect their TV to the Internet. The wider offering and the intensive use of video on-demand content, fuel this development. Our aim is to provide a seamless and enjoyable user experience through our integration with Opera TV and making available our shows on the connected screens.”
“We, at Opera TV, are excited to partner with ALTBalaji as we share similar objectives of offering a variety of content to end users through state-of-the-art user experiences on the big screen. Digital shows offered by ALTBalaji are rich and resonates well with our existing selection of informative, entertaining and educational content. Today, a majority of our smart TV audience use OTT apps for watching movies and original shows and this partnership ensures that they’ll continue to avail of the best of entertainment through a hassle-free experience,” said Opera TV CEO Aneesh Rajaram.
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.
