iWorld
Rajshri Entertainment MD & CEO Rajjat Barjatya no more
Mumbai: Rajjat Barjatya, the affable, soft-spoken managing director & CEO of Rajshri Entertainment, passed away Friday evening in Mumbai’s Jaslok Hospital. Rajjat had been battling a blood cancer relapse since end-March this year. He was 41 years old.
He was first detected with lymphoblastic leukemia in 2010. But he fought and conquered the life-threatening disease and had started aggressively expanding Rajshri in the digital space over the past couple of years. The dreaded disease resurfaced earlier this year.
He is survived by his wife Neha and two daughters, aged 11 and six.
Rajjat was a big votary of digital and online video and Rajshri Entertainment had emerged as amongst YouTube’s most preferred partners in India under his guidance.
Confirming the news, Jaslok Hospital CEO Dr Taran Gianchandani said that the death occurred at around 6:30 pm and refused to comment further.
According to sources, Rajat was supposed to travel to London next week for a bone marrow transplant. “He had been in and out of hospital over the past three weeks. In the ICU and out. On Thursday, he became quite serious and was put on the ventilator,” says a source close to family. “His body gave up the fight on Friday evening.”
His last rites will be performed on Saturday at Mumbai’s Worli Crematorium at 1 pm.
A cousin of renowned film maker Sooraj Barijatya and the son of Ajit Kumar Barjatya, Rajjat was also the founder & managing trustee of Rajshri Foundation, the non profit social enterprise of the Rajshri Group. He was actively involved in the Barjatya family’s Rajshri Productions, which has been behind family based movies such as Maine Pyar Kiya, Hum Apke Hain Kaun and the recent 2015 Salman Khan starrer Prem Ratan Dhan Payo.
May his soul rest in peace.
(Updated on 1 August 2016, 12:54 pm)
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.
