iWorld
Tata Literature Live! The Mumbai Litfest to be held from 25 – 29 October
Mumbai: The 14th edition of Tata Literature Live! The Mumbai Litfest is around the corner! With committed audiences both online and on ground, the Festival will start with its online edition on 25 – 26 October with leading international authors such as Salman Rushdie and Elif Shafak. The Festival will take place on ground from 27 – 29 October at the NCPA, Nariman Point and St Pauls Institute of Communication Education and Title Waves bookstore in Bandra.
The Festival will maintain its hallmarks of inclusivity, diversity and innovation encompassing nationalities, genders, geographies, communities and languages.
Celebrated thought leaders, wordsmiths and storytellers from India and 15 other countries, will explore issues at the heart of fiction, poetry, mathematics, economics, communications, business, sport, health, history, art, society, nature, food, with fresh and unique perspectives that characterize the Litfest.
Participants will include Abanti Sankaranarayanan, Anuja Chauhan, Arjun Raj Gaind, Gulzar, Gurcharan Das, Faye D’Souza, Jerry Pinto, Kunal Vijayakar, Luke Coutinho, Mani Shankar Aiyar, Manoranjan Byapari, Marcus du Sautoy, Meeran Chadha Borwankar, Mehdi Hassan, Michel Bussi, Prahlad Kakar, Peter Frankopan, Rajdeep Sardesai, Ranjit Hoskote, Sam Miller, Shanta Gokhale, Shashi Tharoor, Shobhaa De, Sudha Murty, Tenzin Tsundue, Vivek Shanbhag, Zac O’ Yeah, Zai Whitaker among others.
The Festival highlights will never fade: the prestigious Poet Laureate, Lifetime Achievement, and Literary Awards; the packed-hall Great Debate; an introduction to a language other than English (Kannada this year); 14 book launches; gripping indoor and outdoor stage performances; the fully subscribed workshops and the popular Book Swap. The Binod Kanoria Awards for Children’s Literature and The Rotary Writing For Peace Award, introduced last year under the aegis of the Festival, will also be presented.
Each year the Festival aims to bring new experiences to its visitors. This year, in conjunction with the Goethe Institut, the festival is bringing The Infinite Library – a travelling installation that uses VR and other media to reimagine the future of libraries as interactive spaces that engage visitors through multisensory forms of storytelling. There will also be a brand new Spoken Word performance, and an outdoor performance from the UK that merges pottery and dance.
Co-director of the LitFest Amy Fernandes said, “We are delighted to present the 14th edition of the Tata Literature Live! The Mumbai Litfest, and so proud that it has become an integral part of Mumbai’s life. This year we have, as always, a blend of established stars and fresh faces, concurrent themes and traditional motifs, and sessions ranging from serious cogitation to dashes of sparkle!
Co-director of the Litfest Quasar Thakore Padamsee said, “Due to the circumstances of the past few years we have acquired a vast global digital audience, so online programming is also now a permanent strand of our festival. We look forward to engaging with our loyal audiences both virtual and on ground for an invigorating five days, celebrating The Power Of Words, which resonates through all our Festival activities.”
Tata Sons brand custodian Harish Bhat said, “At the Tata Group, we take great pride in our association with Tata Literature Live! The Mumbai LitFest. This festival has become an intrinsic part of Mumbai, offering our maximum city a vibrant, diverse and inclusive literary experience each year. Here, we celebrate writers, their art and their rich contributions to our world.
This year’s Litfest will shine a spotlight on works by women as well as regional writers. The hybrid format introduced last year is here to stay – the festival will feature both digital and on-ground sessions. We look forward greatly to welcoming lovers of literature to this festival. We are confident that the exciting program line-up will delight you.”
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.
