iWorld
Vidaa partners with RunnTV to launch free streaming service in India
MUMBAI: Vidaa, the global smart television operating system powering millions of connected devices worldwide, has struck a strategic partnership with India’s RunnTV to launch TV Channels, its free ad-supported streaming television (Fast) service, across the subcontinent this September.
The collaboration marks Vidaa’s most significant push into one of the world’s fastest-expanding streaming markets, where ad-supported platforms are experiencing meteoric growth as viewers increasingly abandon traditional pay-television models in favour of free, on-demand content.
TV Channels will offer Indian audiences an extensive lineup of premium international content alongside carefully curated regional programming spanning entertainment, films, music, lifestyle, children’s shows and infotainment—all delivered at zero cost to viewers through Vidaa-powered smart televisions.
RunnTV, the streaming technology platform founded by Manish Sinha, brings crucial local market intelligence to the venture. The company will leverage its deep understanding of India’s complex linguistic and cultural landscape to help Vidaa localise its offering, secure partnerships with top regional content creators and maximise advertising revenues through sophisticated programmatic integrations and precision-targeted campaigns.
The partnership extends far beyond simple content aggregation. Both companies will collaborate extensively on technology integration, distribution strategies and advanced monetisation models designed to capture and retain audiences in a market where free, advertiser-supported content is rapidly displacing subscription-based services.
Industry observers note that India’s Fast ecosystem has reached an inflection point, with viewership patterns shifting dramatically as consumers embrace connected television experiences. The entry of established global players like Vidaa signals growing confidence in the market’s potential, particularly as smartphone penetration and affordable broadband access continue expanding across tier-two and tier-three cities.
For advertisers, the platform promises unprecedented reach and sophisticated targeting capabilities, enabling brands to connect with specific demographic segments through data-driven campaign optimisation. Content creators and channel partners, meanwhile, gain access to new revenue streams through Vidaa’s established global advertising network.
Viewers can expect a premium experience featuring seamless channel switching, intuitive navigation and high-quality streaming performance—all integrated directly into their smart television interface without requiring additional subscriptions or hardware investments.
The launch comes as traditional broadcasting models face increasing pressure from streaming alternatives, with Fast services emerging as a compelling middle ground between expensive subscription platforms and conventional linear television. Industry analysts predict the segment could capture a substantial share of India’s entertainment consumption within the next two years, driven by rising data affordability and changing viewer preferences.
Vidaa’s decision to partner with a local technology specialist rather than launching independently reflects the complexity of India’s media landscape, where success often depends on nuanced understanding of regional content preferences, regulatory requirements and advertiser expectations across diverse markets.
The collaboration positions both companies to capitalise on what many consider the next major wave in India’s digital entertainment evolution, as millions of households transition from traditional cable and satellite services toward internet-connected viewing experiences that offer greater choice, convenience and cost savings.
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.
