iWorld
Prime time for India as Amazon’s streamer doubles down on desi drama
MUMBAI: At a lively fireside chat during AVIA’s Future of Video India conference, part of the first-ever WAVES summit, Kelly Day, head of international & VP, Prime Video, and Gaurav Gandhi, VP for Asia Pacific & MENA, lifted the curtain on Amazon’s streaming strategy with India in a starring role.
Kelly Day waxed lyrical about the enduring allure of the big screen, declaring, “We believe in the theatrical window,” and reaffirming Prime Video’s intent to back the box office while keeping its streaming chops strong. The aim? Around 14–15 global theatrical releases a year, because nothing beats the magic of popcorn-fuelled premieres unless you can also watch it at home in your PJs.
But beyond the cinema, it’s the everything hub approach that’s taking centre stage. “We want to be the first place people think of when they want to watch something,” said Day, noting that with over 200 million Prime members worldwide, Prime Video is less about being everything to everyone and more about helping everyone find exactly what they want.
For India, that means layering choice upon choice. Gaurav Gandhi detailed how the country has become Prime’s petri dish for innovation TVOD (Transactional Video on Demand) is booming with 7000 plus titles, and 60 per cent get rented every month across 95 per cent of India’s pin codes. The subcontinent is also home to 25 plus channel partners, making it second only to Japan in Prime’s global “channels” play.
“India is a super important locale,” Gandhi noted, adding that it’s not just a growth engine for Prime sign-ups but also a massive content factory, with one of the largest original slates outside the US. Even more impressive? One in four views of Indian content comes from overseas, proving that regional stories are finding global legs.
And when it comes to customisation, India’s Prime menu is a buffet: from Prime Lite to full-fat Prime, mobile-only editions to programming in 10 Indian languages, the streamer’s playbook here is all about slicing and dicing its offerings to match the country’s many moods. “We’re learning from India and taking that learning global,” Gandhi quipped.
So while other platforms try to decode the Indian market, Prime Video seems to have cracked the subtitles and is quietly exporting the script.
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.
