iWorld
We’ve renewed most shows for next seasons: SonyLIV’s Ashish Golwalkar
Mumbai: SonyLIV is planning a strong content slate for 2022 with the returning seasons of its popular franchises such as “Undekhi,” “Scam,” “Maharani,” “Gullak,” “Rocket Boys,” “Avrodh” and more. The OTT streaming service is also planning to release new series helmed by filmmakers Vikas Bahl, Imtiaz Ali and Subhash Kapoor.
“This financial year is looking very exciting for us and we’re planning a strong content slate from the beginning of March this year to the end of March next year,” said Sony Pictures Networks India head content – Sony Entertainment Television and digital business Ashish Golwalkar. “Most of our shows have, fortunately, done well for us so they’re coming back for a second season. Some of them are genre defining shows such as ‘Scam’ and ‘Rocket Boys’. We’ve also renewed all our shows with Applause Entertainment including ‘Scam’, ‘Your Honor’, ‘Undekhi’ and ‘Avrodh’. All the shows that TVF have done for us are also returning including ‘Gullak’, ‘College Romance’, ‘Cubicle’, ‘Shantit Kranti’, ‘Girls Hostel’. So, we’ve renewed most of our shows for subsequent seasons.”
According to Golwalkar, the platform looks at 30-day viewership metrics, social media chatter and other indicators to take the call to renew a show for a new season. The video-on-demand platform’s latest show “Undekhi” was recommissioned almost immediately after the pandemic and will begin streaming on 4 March. Many of the shows that were launched in 2020 are looking at a delayed release due to the disruption of the pandemic.
“’Undekhi’ was one our first shows that we dropped and the subscriber base then and the subscriber base today have a huge difference,” observed Golwalkar. “While I don’t think we are trend setters in any way, I can say that we’re very committed to our content lens and create shows that are engaging, slightly cerebral and very native in their appeal. We are also committed to our mission of telling stories of India.” By no means are we trend setters in any way. All I can say is that we are very committed to our content lens. We create shows that are engaging, slightly cerebral and very native. We are committed to our mission of telling stories of India.
On the regional piece, Golkwalkar said, “’Shantit Kranti’ season one did very well for us and you can expect a season 2. This year you’ll see at least five to six very good Marathi shows from us coming on SonyLIV.”
The platform is also strengthening its regional content library by acquiring popular South language films. “Increasingly the way people consume content is changing and they’re becoming language agnostic. And we believe that there is a lot of scope to explore content within the regional languages of India,” he added.
Its highly anticipated “Scam 2003: The Curious Case of Abdul Kareen Telgi” is also expected to release on the platform this year. “We’ve almost finished the writing and we’ll begin shooting by the end of March,” said Applause Entertainment head of content Deepak Segal. “The only detail we can share is that Scam 2003 is not a continuation of season one but is a completely new story,” revealed Golwalkar.
“We look for longevity in our shows where we know that something like ‘Rocket Boys’ will be relevant even 50 years from now,” said Golwalkar.
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.
