iWorld
STB & MX Player partner to present interactive film ‘Lost and Found in Singapore’
Mumbai: Singapore Tourism Board (STB), in partnership with MX Player’s content arm, MX Studios is set to unveil the interactive film on an Indian OTT platform. Titled ‘Lost and Found in Singapore’, this innovative film introduces a choose-your-own path approach that invites viewers to actively shape the unfolding narrative against the backdrop of Singapore.
A first-of-its-kind initiative by an NTO in India, this film captures and blends the elements that define Singapore’s character, creating an immersive exploration. Seamlessly integrating triggers for engagement, the interactive component promises a captivating experience. This collaboration caters to evolving preferences, especially among young Indian travelers. As audiences seek innovative ways to engage with travel content, ‘Lost and Found in Singapore’ offers fresh, firsthand inspiration. Through active involvement, viewers connect with Singapore’s attractions, weaving entertainment and exploration. Just as the film empowers viewers, Singapore transforms ordinary moments into extraordinary experiences, showcasing the destination’s unparalleled essence. The film encourages repeat viewing to explore alternate storylines and facets of Singapore.
An MX Studios Original “Lost and Found in Singapore” intricately follows the journeys of an introverted solo traveler (Rithvik Dhanjani) and an adventure-seeking girl (Apoorva Arora), who champions friendship. Amidst Singapore’s iconic landmarks and hidden gems, their destinies rest in the hands of the audience. Viewers guide their choices, creating diverse paths and unique viewing experiences. This immersive collaboration caters to younger Indian audiences, blending entertainment with novel travel inspiration. Alongside, curated experiences like the Vespa Sidecar Tour through Joo Chiat and Katong, with its exploration of Nonyas, Babas, and Peranakans, Museum of Ice-Cream, Design Orchard and Bird Paradise at Mandai Wildlife Reserve, offer textured exploration, seamlessly resonating with modern explorers.
Singapore Tourism Board regional director, India, Middle East, South Asia & Africa, GB Srithar said, “We are pleased to partner with MX Player, bringing a unique experience to audiences across India through this pioneering film. As a leading lifestyle hub in the region today, Singapore is a n ever-evolving destination, and this dynamism is best showcased to discerning Indian consumers through equally innovative means. We believe that this partnership introduces a novel perspective of Singapore, introducing to the young Indian travellers the dizzying array of unique tourism experiences it offers. The interactive format deeply resonates with Indian viewers seeking innovative travel engagement, inspiring personalised journeys. Just as the film empowers viewers, Singapore transforms ordinary moments into extraordinary experiences, emphasizing our commitment to showcasing offerings that uniquely define the destination.”
MX Player spokesperson said, “Our viewers are always looking for dynamic and game changing storytelling on MX Player. This collaboration with the Singapore Tourism Board in creating the interactive short film, ‘Lost and Found in Singapore’ is one of its kind and introduces a new dimension to storytelling. We’re excited to bring audiences an engaging cinematic experience as it will allow viewers to actively select the narrative of their choice and will also showcase Singapore’s extraordinary trove of rich destination experiences through this film.”
Guided by the experienced hand of director Harsh Dedhia and the creative vision of writer Kanishka Singh Deo, this film promises an unforgettable experience. “Lost and Found in Singapore” stands out for its interactive element, inviting the audience to actively engage with the narrative.
From 25 August 2023, enjoy free streaming of “Lost and Found in Singapore”, only on MX Player!
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.
