iWorld
Shreyas Talpade’s new OTT platform Nine Rãsã is here
KOLKATA: Another OTT platform enters the booming ecosystem with actor-producer Shreyas Talpade’s video streaming service Nine Rãsã. The new streamer stands out on the back of its content dedicated to different performing arts and theatre.
Nine Rãsã offers content in multiple variations including plays, skits, storytelling, stand-up across genres. The platform is available in multiple languages, including Hindi, Marathi, Gujarati and English, and plans to regularly introduce other languages to match the preferences of every audience set.
It already has 100+ hours of pre-created original content, exclusively for Nine Rãsã, which is ready to go live in a phase-wise manner. The team is also already geared up to initiate filming for an additional 120 hours of content.
The name Nine Rãsã is inspired from Nav Ras, which means nine emotions. As human lives revolve around these emotions, Talpade thought to name the platform in sync with those emotions. Moreover, he also wanted to give an Indian touch to the name with a global appeal, according to reports.
The idea stemmed from the will to help theatre artists and technicians when theatres were shut. The content curation started during lockdown itself, the actor said.
“Theatre is one of the oldest and purest forms of entertainment. Amidst our busy lives and newer entertainment options available, theatre has taken a back-seat over the years, and that kept bothering me. In order to bring theatre back with a similar vigour and excitement, this time was the most suitable. Through Nine Rãsã, we got an opportunity to not only enrich the lives of our audience through superior, original content but also collaborate with the entire theatre community at large,” Talpade detailed.
The platform will work under the subscription model at Rs 59 per month and Rs 599 per year. The associated cost is only for its premium plays while the remaining content can be availed free of cost.
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.
