iWorld
Soulcial strategy! Florasoul hands digital glow-up to Team Pumpkin
MUMBAI: In the world of skincare, Florasoul is all about the soul and now it’s ready to bring that essence online with a touch of mindful marketing. The luxury Ayurvedic skincare brand has handed over its social media mandate to integrated marketing agency Team Pumpkin, aiming to craft a digital presence that soothes, nourishes, and scrolls well.
Rooted in ancient Ayurvedic wisdom but attuned to modern wellness sensibilities, Florasoul is looking to establish itself as more than just a beauty label. It’s positioning itself as a lifestyle philosophy, one where skincare is less routine and more ritual. With Team Pumpkin’s Bangalore office now taking the lead, the brand is looking to translate this quiet confidence into a scroll-stopping social experience.
“At FloraSoul, our essence lies in soulful beauty, where purity, purpose, and presence meet. We needed a digital partner that could capture this essence without noise. Team Pumpkin’s thoughtful approach and creative strength felt aligned from the start,” says Florasoul founder Garima Ahuja.
From curating serene content to scripting campaigns steeped in Ayurvedic calm, the agency’s mandate covers the entire digital ecosystem storytelling, strategy, and community building included. For Team Pumpkin, it’s a unique opportunity to flex its creative muscles in a space that demands sensitivity over sizzle.
Team Pumpkin co-founder Swati Nathani added, “FloraSoul isn’t just a skincare brand. It’s about making a conscious lifestyle choice for a soulful experience. The opportunity to shape a digital narrative rooted in Ayurveda, yet relevant to today’s audience, is incredibly exciting for us.”
Together, the two teams hope to create a content presence as nourishing as the products themselves, a feed that doesn’t just look pretty but feels like a deep breath.
In a digital space cluttered with claims and chaos, FloraSoul’s quiet luxury is set to stand out not by shouting louder, but by whispering wisdom in every post. And with Team Pumpkin in the mix, this might just be the beginning of a beautifully balanced online journey.
iWorld
Applause, Story TV team up to push microdrama content
Partnership to create premium short form shows for mobile first viewers
MUMBAI: Applause Entertainment and Story TV are betting on short attention spans with a long-term vision, joining forces to create a slate of premium microdramas for mobile-first audiences.
The partnership brings together Applause’s storytelling pedigree and Story TV’s fast-growing digital reach, with plans to co-produce and distribute bite-sized dramas across genres. As part of the deal, Story TV will also adapt the romantic thriller Hello Mini into a vertical microdrama format, signalling a shift in how stories are being reshaped for smaller screens.
Backed by the Aditya Birla Group, Applause Entertainment has built a reputation for high-quality content with titles like Scam 1992 and Criminal Justice. Story TV, launched in 2025, has quickly scaled up with a library of over 1,000 titles across languages and genres, riding the wave of mobile consumption.
Story TV founder and CEO Saurabh Pandey said, “Phones are now the primary screens for content consumption, and microdramas are evolving into a mainstream format. At Story TV, we are blending storytelling with technology to push this format further.”
He added that the collaboration with Applause Entertainment will help expand the reach of microdramas while introducing a layer of premium storytelling to the space.
Applause Entertainment chief business officer Prasoon Garg said, “At Applause, we have always focused on strong storytelling across formats. As microdramas gain momentum, this partnership allows us to explore the space with a platform that understands both the format and its audience.”
With mobile screens shrinking and content getting sharper, the collaboration hints at a future where storytelling is not just shorter, but smarter, designed to fit neatly into the scroll of everyday life.
