iWorld
A scent of scandal Kimirica courts Bridgerton in a fragrant debut
MUMBAI: When pop culture meets perfume, sparks are bound to fly. Luxury lifestyle brand Kimirica has unveiled a fragrance-first collaboration with Netflix and Shondaland’s global hit series Bridgerton, signalling a more layered approach to pop culture partnerships by Indian brands.
Rather than settling for surface-level licensing, the Kimirica x Bridgerton collection translates narrative, mood and emotion into a thoughtfully designed, category-spanning self-care experience. At its core is the brand’s long-held belief that fragrance is not an accessory, but an emotional anchor that shapes everyday rituals.
The collection is built around three distinct scent stories inspired by the world of Bridgerton. Mayfair Soirée delivers a fresh, daytime profile, pairing bright citrus notes of orange rind with a woody cedar base. Lady in Silver takes a softer, more intimate turn, led by white wisteria and designed for quieter moments. Midnight Masquerade shifts into evening mode, blending neroli and thyme to create a warmer, deeper fragrance that carries effortlessly across personal and home formats.
These scents flow across body and hand washes, lotions, body mists, soy candles, reed diffusers, room sprays, curated hand caddy sets and luxury gift boxes. Body mists sit at the centre of the range, reflecting their growing appeal as a lighter, more versatile way to wear fragrance through the day. The hand caddy sets, designed as refined sink-side accents, underline Kimirica’s focus on building lifestyle ecosystems rather than standalone products.
Design is integral to the storytelling. Regency-inspired illustrations, metallic foiling and balanced colour palettes lend the range a collectible feel without tipping into ornamentation, staying true to the brand’s belief that luxury should feel lived in.
Commenting on the collaboration, Kimirica co-founder and CEO Rajat Jain said the partnership offered an opportunity to build an immersive fragrance-led world that feels indulgent at every touchpoint. Kimirica co-founder and head of brand experience Kimi Jain added that modern premium products must balance luxury, wellness and responsibility, without forcing consumers to choose between them.
That ethos runs through the collection’s credentials. Every product is vegan, cruelty free, dermatologically tested and IFRA certified, made in India using responsibly sourced ingredients. The formulations are free from SLS and parabens and developed through Kimirica’s in-house R&D and manufacturing set-up.
With presence across 100 plus locations in India and a strong direct-to-consumer platform, Kimirica continues to blur the lines between beauty, wellness and home. The Bridgerton collaboration reflects a growing maturity in India’s lifestyle space, where cultural relevance is built on depth and design rather than fleeting novelty proof that modern luxury is as much about how something makes you feel as how it looks.
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.
