iWorld
Pinkvilla & Mad Influence launches ‘Creators United’ for content creators
Mumbai: India’s leading digital entertainment & lifestyle platform, Pinkvilla, and one of the country’s largest influencer agencies, Mad Influence, have partnered to launch a new joint entity, Creators United, the first-of-its-kind creators’ confluence in India.
The maiden edition of the event will be held in Goa in January 2023. The event is slated to be a two-day exclusive congregation that brings the country’s best content creators, influencers, brands, publishers, and social media platforms under one roof.
The joint venture was announced with an interesting teaser campaign.
The partnership aims to positively influence those who influence billions and celebrates content in all its forms, with the theme “It starts with you.”
With extremely unique experiential events giving creators access to exclusive activities over two days, it will enable the most compelling live experiences for creators, such as networking sundowners, special content zones, music, wellness and mindfulness activities, brand collaboration initiatives, and much more. It will also honour the leaders of today’s conversations through an awards ceremony, recognising the many diverse and influential voices in India.
Curated to present experiences of a lifetime, the property is built on the mutual passion shared by Pinkvilla and Mad Influence to pioneer the most happening conversations in the digital space, which has made them instrumental forces in shaping the future of Indian digital content today. The joint venture is built on a long-term vision to define how content creators can engage audiences in a meaningful and growth-oriented way in the new digital era. Beginning with the flagship event, the two content giants aim to amass their enormous collective reach of over five billion through influencer-led branded content, to drive meaningful change and lead important conversations shaping the future.
Speaking of the partnership, Pinkvilla CEO and founder Nandini Shenoy stated, “At Pinkvilla and Mad Influence, we share a mutual passion for pioneering the most compelling content experiences, and creators have played a key role in this journey. With the continual goal to evolve and elevate the bar for far-reaching content, through Creators United we aim to curate experiences that will define how we engage audiences and consumer media in the future, and transform influencer-brand narratives in the most positive ways!”
Adding to it, Mad Influence CEO and founder Gautam Madhavan said, “Mad Influence and Pinkvilla share the same vision of building the largest community of influencers globally with Creators United. Content needs to be celebrated, not just created, and that is what we are building for the future. Through this highly-curated experience for the digital changemakers of the world, we aim to amplify the biggest and brightest voices in the world and enable them with a platform that provides a 360-degree value-driven event experience.”
Creators United’s director Karan Sawhney said about the newly launched venture, “Successful events are the ones that add immense value to the lives of the attendees, while also curating an experience of a lifetime, through exciting and creative offerings. This is precisely our aim, as we bring together some of the biggest influencers, content creators, and brands on a scale never seen before through Creators United. With this one-of-a-kind celebration that merges the most avant-garde activities and wide-ranging transformative content experiences, we aim to push the boundaries, not just for the emerging creators’ economy, but also for the future of the events space in India.”
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.
