iWorld
Srishti Behl Arya to quit Netflix India
KOLKATA: After a three years’ stint, Netflix India original films director Srishti Behl Arya has decided to move on. The veteran content creator joined the streaming service in May 2018 just when it began to expand its Indian content team. 21 May will be her last day at the company.
Behl Arya has played a pivotal role in building Netflix India’s original film slate as starting from Hindi and then moving to regional markets as the competition around streaming intensified. In the last couple of years, the streaming giant has aggressively built its local library, enhanced its content investment in India. It began the year by unveiling a library with more than 40 originals consisting of as many as 13 movies.
“Srishti has played a foundational role in building our original film slate in India, launching 35 titles over three years with critical acclaim and fandom including Guilty, AK vs AK, Bulbbul and Serious Men, and our first Tamil and Telugu films, with Paava Kadhaigal and Pitta Kathalu. We wish her every success and know she will bring her passion for storytelling to her future endeavours,” Netflix India VP content Monika Shergill said.
Leading the Netflix originals film team in India over the last three years has been the adventure of a lifetime, Behl Arya stated. “I am incredibly grateful for this opportunity and have learned so much along the way. I couldn’t be more proud of the stories we’ve told, from first time directors, female filmmakers, established voices and so many fresh faces. I wish this wonderful team all the very best and can’t wait to see what’s ahead,” she added further.
However, film remains a focus and priority investment for the streamer in the country. India is a key focus area for Netflix. It has not only commissioned local language content but has moderated subscription packs for mobile centric viewers, and launched its Hindi user interface.
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.
