iWorld
4 ink strategic partnership
MUMBAI: Merkle Sokrati, the leading data-driven performance marketing agency from the house of Dentsu Aegis Network (DAN), has inked a strategic partnership deal with TikTok – world’s leading short-video creation platform, for India.
Given the platform’s popularity and content diversity, brands today are regularly planning and implementing their marketing campaigns on TikTok India. This partnership further strengthens the ability of clients to connect with users on TikTok.
Under this partnership, TikTok India and Merkle Sokrati will develop the best practices emerging from high impact digital marketing campaigns for Indian brands. The partnership will also assess various measurement features that add value to brands and will be implemented for Merkle Sokrati’s clients across industries.
TikTok India monetization vice president Sameer Singh said, "TikTok as a platform has championed the art of creative content marketing with unique ad formats that effectively drive engagement. The platform’s immersive short-form videos also allow brands to express their content and voice creatively. We value partnerships such as the one with Merkle Sokrati and are sure that this will further accelerate client benefits.”
Merkle Sokrati CEO Anubhav Sonthalia added, “Digital media continues to evolve into a myriad web of features and ad formats. Based on our decade-long experience in helping brands get strong ROIs on their spends, I strongly believe that understanding and reacting to your audiences is extremely crucial, irrespective of the digital channel. TikTok is a phenomenally engaging platform. It is a definite opportunity to gain visibility and revenue and this is where our potential as a marketing agency lies. I am excited to see the results driven by our teams with our client partners such as Dunzo, PharmEasy, Tata Sky and more.”
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.
