iWorld
Rajitta Hemwaani joins as Eros Music business head
KOLKATA: Rajitta Hemwaani has started her new stint at ErosSTX as Eros Music business head. Hemwaani was previously working as chief content officer at 9X Media.
Hemwaani has experience across media and entertainment in creative content, content acquisitions, partnerships and business development. In her career spanning over two decades, she has served leadership roles at The Times of India group, Star TV Network, Universal Music Group, Reliance Entertainment, Tips films and 9X group of channels.
Over the years, Hemwaani has given the music business some of its biggest and most successful artists, such as DJ Suketu, Jassi, Indian Ocean, Bombay Rockers, Raghav, DJ Akbar Sami, Mohit Chauhan, Whosane, and Nasha, to name a few.
Her disruptive and clutter-breaking ideas were behind properties like The War of the DJs, a cult event that lasted nearly a decade and led to the discovery of some of India’s most celebrated DJs.
ErosSTX’s music segment has continued to scale on the back of increasing digital revenues and performance rights to reach Rs 15.3 billion in FY2019, clocking a year on year growth of 8.3 per cent. The segment is pegged to cross Rs 20 billion by 2022. With digital revenues contributing a dominating 80 per cent, music labels recorded a handsome annual growth of 20 per cent. YouTube accounted for 45 per cent of labels’ digital revenues.
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.
