iWorld
Rathore urges govt. officials to aggressively use social media
NEW DELHI: Taking a cue from Prime Minister Modi’s effective use of social media, Minister of State for Information and Broadcasting (MIB) Rajyavardhan Rathore’s message to his officials is use social media aggressively for disseminating information on government.
“We need to open up. Typically, governments have been with iron curtains all around. But today time is changing, so we first need to change our mindset,” A PTI report quoted Rathore as saying today.
The junior MIB minister was inaugurating a workshop for government officials in Press Information Bureau (PIB) on how to use Facebook more effectively for communication.
PIB is the public relations division of the government and its official under a director-general are entrusted with disseminating information on government initiatives.
Addressing PIB officials, the PTI report states, Rathore advised that the process of how information is shared from decision makers to disseminators needs to get faster and social media can play a key role as it not only shapes debates on TV but also public opinion.
According to the minister, “You cannot hide information in today’s world. You have to share that information. The idea is to send the right kind of content that people can engage with.”
Pointing out that often incorrect information regarding ministries and government departments goes on social media, Rathore advised that on such occasions the correct facts should be provided.
“That is the time you could get to the social media and correct that information. People are hungry for information,” Rathore is said to have opined as per the PTI report.
The minister compared old and present times regarding communications. He said had it been older times pigeons would have to used for communicating and the head of PIB would have had maximum number of pigeons, hinting at the amount of communication that a government undertakes as part of its outreach programme.
A lot of people dismiss social media, saying the debate going on there is “junk”, he said but emphasised that this very debate shapes what is reported on television and in the print media.
“It is shaping your mind when you sit on the dining table during dinner time and do your discussions,” he is quoted as having said.
The minister pointed out that 85 per cent of federal ministers were on Facebook and 80 per cent ministries already have verified FB accounts.
Referring to PM Modi’s love for technology and effective use of social media, Rathore says the “coach has shown the way and it is now for the athelets to act.”
Interestingly when Rathore was questioned on Twitter for this government support to a private enterprise (Facebook) as being strange, the minister tweeted back saying: “Yes, but all communication tools, public/ private need to be utilised for empowering & enhancing outreach.”
Facebook executives were present on the occasion.
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.
