iWorld
ShemarooMe drops original thriller Dil Dhokha Aur Desire for Valentine’s week
MUMBAI: Shemaroo Entertainment has premiered a new original web series, Dil Dhokha Aur Desire, marking a fresh push to strengthen its OTT platform ShemarooMe with proprietary content. The series will stream exclusively from 12 February 2026, positioning itself as a Valentine’s season release with a darker, more provocative edge.
Starring Akanksha Chamola, Kunwar Amar and Ali Hasan, the show moves away from conventional romance, diving into a volatile triangle of attraction, betrayal and power. The narrative tracks Malini, Shuarya and Pratap as desire blurs moral lines and love turns into a dangerous game of control and consequence.
The launch reflects ShemarooMe’s broader shift from content aggregation to original IP creation, aimed at building stronger audience loyalty in an increasingly competitive OTT market. Rather than a standalone experiment, the series forms part of a growing slate designed to deliver emotionally driven, contemporary storytelling.
Shemaroo Entertainment digital business chief operating officer Saurabh Srivastava, said originals allow the platform to sharpen its identity, drive repeat engagement and build long-term brand recall, while shaping viewing behaviour with greater precision.
With its mix of romance, psychological tension and moral conflict, Dil Dhokha Aur Desire is expected to draw strong interest during the Valentine’s window, setting the tone for ShemarooMe’s expanding original content strategy in the months ahead.
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.
