iWorld
Painting a reel-istic canvas With a ‘Gadar’ marketing strategy
Mumbai: In an ingenious collaboration, Zee Studios and White Rivers Media created a trailblazing promotional campaign for Gadar 2, combining the magic of ‘Reel Wala Trailer’ with the charm of an artistic mural. These two initiatives celebrated the iconic legacy of the film while embracing cutting-edge marketing strategies.
Reel-ing in audiences: An industry-first trailer launch
Zee Studios and White Rivers Media, in partnership with Meta, unveiled a #ReelWalaTrailer that pushed the envelope of marketing strategies. It was the first-ever movie trailer launched in an Instagram reel format.
“We created an experience for our audiences, and I was incredibly happy with it. I was eager to see how our fans would react to this. This collaboration was truly a memorable one,” stated Bollywood super star Sunny Deol, following an Instagram Live interaction at Meta’s Mumbai headquarters.
“Considering the way young people are creating and consuming Reels, and the way it sparks cultural trends, a movie trailer built for Reels is an exciting proposition. Congrats to Zee Studios for setting this precedent and we’re glad to have partnered with them for it.” added, Paras Sharma, Director and Head of Content and Community Partnerships, Facebook India (Meta).
Unveiling an iconic character mural
Concurrently, a captivating mural paying homage to the legendary character ‘Tara Singh’ (played by Sunny Deol) was unveiled near Mumbai’s Andheri East Flyover. Famous artists Siddhesh and Akil collaborated to create this mesmerizing artwork, beautifully capturing Tara Singh’s spirit.
White Rivers Media CEO & co-founder Shrenik Gandhi remarked, “Art holds the power to convey emotions and stories, and this mural is a prime example of the same! Marketing the sequel of one of the most iconic movies with Zee Studios was an innovative experience.”
An Everlasting Imprint
Neeraj Joshi, Marketing Head of Zee Studios, emphasized, “With Meta’s unique offering and our partner White Rivers Media, we tried to craft a unique cinematic journey for our audiences with a pinch of nostalgia. I am overwhelmed to see the love our marketing efforts have received.”
Gadar 2’s innovative marketing strategies not only pay tribute to its iconic characters but also captivates audiences through creative approaches. The film, starring Sunny Deol, Ameesha Patel, and Utkarsh Sharma, directed by Anil Sharma, has grossed 135+ crores over the weekend, delighting audiences and film critics alike.
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.
