iWorld
TVF’s ‘ideas man’ Tarun Tripathi joins OML
MUMBAI: Tarun Tripathi, the brand awareness and brand solution head of The Viral Fever (TVF), the digital entertainment channel for the younger generation which seldom watches television, has joined Only Much louder (OML).
For the young, TVF had created a web series called Permanent Roommates, touted as the second most-viewed long-form web series. TVF had also released its second original series, TVF Pitchers, about engineers at different companies who quit to launch their startups.
Tripathi, who states in his profile that he is in the business of ideas, has come on board OML as the chief strategy officer from 1 September, 2017.
Tripathi joined TVF in January 2016, where he was leading branded content and marketing. Tripathi also worked for HUL’s ‘phd’ as a business head for 19 months. He was responsible for digital media buying, planning and strategy.
Tripathi, the founder of a startup called Collectivity, a consultancy focussed on the intersection of technology, content, and the bottom of the pyramid, also worked with Myspace as the director – marketing and content (India) for 17 months.
Starting his career as an assistant consultant for KPMG Mauritius, he moved to Trikaya Grey in Mauritius where he wrote copies for two years and then headed Yash Raj Films’ marketing department for around six years before moving to Myspace.
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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.
