iWorld
Social media star ‘themermaidscales’ shines at NYX X BARBIE weekend in L.A
Mumbai: When it comes to winning hearts with relatable content, Krutika has always been at the top of her game! Known as ‘themermaidscales’ in the digital world, Krutika boasts of 7.3 million followers on Instagram and 8.5 million subscribers on YouTube. The social media star has now added another feather to her vibrant cap by representing India at the NYX X BARBIE WEEKEND among global influencers. The leading professional makeup and beauty brand, NYX Professional Makeup has joined hands with Barbie to bring the magic of Barbie Land to life.
Courtesy of NYX Professional Makeup, Krutika was part of a grand welcome event and a special dinner, before gracing the pink carpet to witness the biggest movie of the year. Held at AMC Theatres in Los Angeles on the 13th of July, the exclusive screening saw Krutika in attendance as not only the only Indian content creator but the only Indian influencer to grace the event, courtesy of NYX Professional Makeup.
The much-loved fashionista also flaunted some breathtaking Barbie-inspired looks that delighted the self-confessed Barbie fan in her.
Talking about her entire experience, Krutika said, “Barbie is a warm and cherished memory of my childhood. I was honoured to be part of its movie premiere. Being the only Indian influencer to attend the exclusive event is an unforgettable milestone, and I am thankful to NYX Professional Makeup for this opportunity. I had the time of my life experiencing Barbie on the big screen, and look forward to watching it in India again”.
An exclusive talent of the NOFILTR.GROUP, Krutika has rapidly built a sprawling social media presence all across the world. Her inclusion in marquee global events like the ‘Barbie’ premiere is a testament to Krutika’s rising stocks as an Indian content creator.
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.
