iWorld
Thrill seeker tamil Zee5 Rings in 2026 with suspense on the menu
MUMBAI: If Pongal usually arrives with sweetness and comfort, Zee5’s Tamil slate has decided to add a generous dash of adrenaline. Tamil Zee5 has kicked off 2026 with a clear statement of intent, doubling down on thrillers and high-octane storytelling as it sharpens its positioning in a crowded OTT market. The early signals have been emphatic. The platform recorded its highest-ever first-day subscriptions for any Zee5 title following the audio launch of Jana Nayagan, headlined by Vijay, setting the tone for what the streamer hopes will be a defining year.
That momentum has continued with encouraging viewership for Kevin’s Mask, reinforcing the platform’s thesis that Tamil audiences are leaning decisively towards darker, more immersive narratives. Building on this start, Tamil Zee5 has unveiled a special Pongal brand film featuring Jiiva and Andrea Jeremiah, anchored around the line ‘Zee5-il Indha Pongal, Thigil Pongal’. The message is direct: festive viewing does not have to be predictable.
Set amid a traditional Pongal celebration, the film swerves into noir territory when a mysterious incident disrupts the festivities. Jiiva appears as a determined investigator, while Andrea’s character becomes central to the unfolding puzzle. The blend of festive warmth and simmering tension mirrors the platform’s broader content strategy for the year, one that marries mass appeal with genre-led experimentation.
Beyond the campaign, Tamil Zee5’s upcoming slate keeps the focus firmly on thrill-driven storytelling. Titles lined up from this Pongal include the critically noted Sirai, starring Vikram Prabhu and L.K. Akshay Kumar, followed by the much-anticipated sequel to the blockbuster Demonte Colony. The platform is also betting on original series such as Partha Naybhagam Illayo, led by Samuthirakani, and Once Upon A Time In Kayamkulam, further strengthening its long-form slate.
Explaining the direction, Zee5 business head for tamil and malayalam Lloyd C. Xavier said the strong response to Jana Nayagan and Mask underlined the audience’s appetite for impactful content. He added that the Pongal campaign and the upcoming lineup reflect the platform’s intent to consistently raise the bar for Tamil OTT entertainment through edge-of-the-seat narratives.
For the campaign’s faces, the appeal lay in the balance. Jiiva said the Pongal film captured both the festive spirit and the thrill audiences can expect from Tamil Zee5 through the year, while Andrea Jeremiah highlighted the creative integration of Mask into the narrative and the comfort of collaborating with familiar collaborators.
With record subscription spikes, a thriller-heavy slate and a festive campaign that chooses suspense over sentimentality, Tamil Zee5 has made its ambition for 2026 clear. In a market where comfort viewing is plentiful, the platform is betting that tension, mystery and momentum will keep audiences coming back for more.
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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.
