iWorld
Thinkin Birds Communications secures creative mandate for Curry Up Now
Mumbai: Thinkin’ Birds Communications has won the creative media mandate for Curry Up Now, a popular fast-food brand headquartered in California, USA. The mandate includes digital media, campaigns, website management duties, and more.
Curry Up Now, known for its innovative approach to Indian street food and its fusion with global flavors, has entrusted Thinkin Birds Communications with the task of shaping its creative narrative and branding strategy to propel the brand to new heights.
Curry Up Now CEO Akash Kapoor said, “We are excited to welcome Thinkin Birds Communications to the Curry Up Now family as our creative partner. Their demonstrated creativity and insight into our industry is impressive, and we believe they are the right choice to drive our brand’s creative vision forward”
Curry Up Now has rapidly expanded across the nation, offering a delightful assortment of Indian-inspired culinary creations, from classic curry dishes to inventive street food items. The partnership with Thinkin Birds Communications is poised to usher in a new era of creativity, bringing fresh energy to Curry Up Now’s marketing efforts.
Commenting on the newest addition to their roster, Thinkin Birds Communications CEO and co-founder Bhavik Mehta said, “We are thrilled about the partnership with Curry Up Now on this exciting journey. Our team is committed to creating innovative and memorable campaigns that will capture the essence of Curry Up Now’s delectable cuisine and vibrant culture”
Thinkin Birds Communications will be responsible for developing and executing comprehensive advertising campaigns, encompassing brand strategy, creative design, digital and social media marketing, and more, to reinforce Curry Up Now’s position as a leader in the restaurant industry.
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.
