iWorld
Sony Pictures Entertainment, SonyLiv & One Digital join hands for ‘Passengers’
MUMBAI: Sony Pictures Entertainment India (SPE) and SonyLiv have teamed up with One Digital Entertainment for SPE’s next release, Passengers.The action thriller starring Hollywood’s Chris Pratt and Jennifer Lawrence is being released in India on 6 January 2017 in 3D in English, Hindi, Tamil and Telugu.
“We are absolutely thrilled at having the opportunity to produce a song featuring Raftaar, who is an instant hit and very popular amongst millennials. The song is highly inspired by our sister concern, Sony Pictures Entertainment’sPassengers. Apart from Raftaar, Jubin Nautiyal and Shirley Setia have also lent their voice in this track.
Sony Pictures Networks EVP and SonyLiv head for digital business Uday Sodhi said: “We Liv to Entertain. We are very confident that our audience will enjoy this latest addition and look forward to produce more such songs in the near future.”
Raftaar, whose digital portfolio is handled by One Digital Entertainment, has created a special rap for Passenger’s promotions in India.http://www.sonyliv.com/dplnk?schema=sony://asset/5262307239001
Titled Aadat, the song captures the romance element of the film between the two strangers (Pratt and Lawrence) who discover love as they battle imminent death to save the lives of 5000 sleeping passengers on a sinking space ship. Aadat will be played in theatres across India before the English and Hindi versions of the film.
“Being associated with a studio as big as Sony Pictures Entertainment is not only exciting but also a great pleasure. The concept of promoting a Hollywood film in this manner is very innovative and executing this was equally great. We are confident that Raftaar’s connect with the youth will grab the attention of not only the music and movie fanatics but also reach a wider audience base,” added One Digital Entertainment COO and co-founder Gurpreet Singh Bhasin.
Sung by Jubin Nautiyal and Shirley Setia along with Raftaar, It has been written by Sukumar Dutta and penned by Amit Kumaran.SPE MD Vivek Krishnani said, “Passengers brings Hollywood’s two top stars together for the first time. Both are youth icons and it was therefore natural for us to look at ways to engage with the youth. With Raftaar being a popular name amongst the millennials, we were confident that partnering with him would be an interesting opportunity for us to create exciting content that finds resonance with the masses in India. With the support of SonyLiv’s team and their effort along with One Digital Entertainment we are excited to share Aadat with the audiences”
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.
