iWorld
WarnerMedia announces three senior content hires in Asia
Mumbai: WarnerMedia on Friday announced three senior content hires in Asia to bolster its original productions teams in advance of the launch of HBO Max in the region.
In the Singapore-based team, Mark Francis has been appointed group lead of production and development (scripted and unscripted), and Wee Shi Ming has been named lead of entertainment content acquisition for North Asia content. They both will report to WarnerMedia head of content – entertainment for Southeast Asia, Taiwan and Hong Kong Magdalene Ew.
In Mumbai, Saugata Mukherjee joins WarnerMedia as head of content – entertainment, India. The newly-created role, like Ew, reports to managing director of India, Southeast Asia and Korea Clement Schwebig.
“These are vital roles as we look to ramp up our original content and programming ambitions in this region,” said Schwebig. “Saugata, Mark and Shi Ming have a great eye for a winning project and have enviable connections within the industry. With them all now in place over the past few months, we’re looking in great shape to entertain local audiences with a well-rounded and premium slate.”
Former Astro head of OTT content and iflix chief content officer Francis will lead a regional team to develop Asian original productions under the ‘Max Originals’ banner.
Wee Shi Ming, in the content acquisition team, started in late 2021 and will focus on securing Japanese, Korean, Chinese and Anime titles. Prior to this role, Wee was at Viu and Sony Pictures Television Networks, where she was head of acquisition and programming for Asian content. Wee now works alongside Katheryn Lim, who leads content acquisition for international and English-language entertainment titles, with both of them reporting into Ew.
Former SonyLiv and Disney exec Mukherjee also joined in late 2021 and is responsible for commissioning local originals, as well as acquiring and developing Indian content across all general entertainment genres.
In September 2021, WarnerMedia also announced the appointment of Audrey Wee as the physical production lead for its growing line-up of regional entertainment content in Southeast Asia, Taiwan, and Hong Kong. And in July, May-Yi Lee was named Lead of development and production – unscripted for the same region. Wee reports into Ew while Lee reports into Francis.
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.
