iWorld
Prime Video introduces Jaggu Dada mode in April Fool’s Day campaign
Mumbai: Prime Video, India’s most loved entertainment destination, today unveiled a Jaggu Dada Mode, a faux feature that allows users to watch their favourite shows and movies in the iconic vocabulary of the legendary Jackie Shroff a.k.a Jaggu Dada. The playful hoax planned for April Fool’s Day, gave the audiences a glimpse of what their favourite shows and movies would sound like with this mode turned on, with Jaggu Dada’s dub lending a hilarious touch to each scene. Featuring the evergreen Jackie Shroff, the campaign is written and conceptualised by Bare Bones Collective.
In a parody of a traditional feature ad, B-Town’s beloved Bhidu or Jackie Shroff himself showcased how he would dub over fan-favourite and iconic shows like Pataal Lok and The Family Man, infusing them with his trademark slang. The outcome? Cult dialogues got Bhidu-fied, just like everything else he does.
Prime Video is on a mission to be the entertainment destination of choice for every Indian customer, and the latest campaign cranks up the fun quotient. The Juggu Dada faux feature campaign pays a subtle nod to the fun and carefree spirit of legendary ‘Bhidu’ a.k.a Juggu Dada, perfect for April Fool’s Day, an occasion reserved for laughter, pranks and playful trickery. The campaign comes on the back of incredible consumer love for Juggu Dada’s latest cinematic project – Prime Video’s Mast Mein Rehne Ka, where he plays the role of a widower.
Speaking about the campaign, Jackie Shroff said, “Life is all about having fun and living to the fullest. And what better day than April Fool’s Day to practice this philosophy. When I was approached for this campaign, I absolutely loved the idea. The thought of dubbing my favourite shows and movies and giving them a new twist was an opportunity too hard to miss. I am glad to have had the chance to bring a smile on people’s faces this April Fool’s Day. Sab bhidu log ko mast rehna chahiye…that is all I wish for and that is all I want to say through this campaign.”
Written by Anuya Jakatdar, Girish Narayandass, Manaswi Mohata, Rahul Nair and Astle Fernandes, the campaign went live on Prime Video’s YouTube and Instagram.
Sharing her thoughts on the campaign, Bare Bones Collective co-founder Anuya Jakatdar said, “We had a blast writing this campaign. The entire writing team was in Jaggu Dada Mode for two weeks. A big thank you to the team at Prime Video for letting us channel our inner Bhidu. And of course the man himself, Jackie Sir, for being a total delight to work with.”
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.
