With an eye for pleasure and a fuss-free spirit, SugarPlay —an online dessert patisserie, promises a world of unconventional, unpretentious goodies that ring home comfort in every bite. Helmed by executive chef Amit Mehta, SugarPlay’s desserts are an extension of this Cordon Bleu graduate’s cooking style. Marrying classical French with a decidedly avant garde outlook, Amit pushes the limits of an “acceptable” dessert with SugarPlay.


Creative Co. came on board as SugarPlay’s PR partner, from managing media relations and marketing, to ensure a cohesive message could be spread amongst target media and SugarPlay’s potential customers.


Creative Co. positioned SugarPlay as India’s first online patisserie and pushed for media interest via this specific peg. We also promoted the flavor combinations as a USP of the brand, as the chef mastered combining sweet and savory ingredients to produce each dessert. Creative Co. executed a seamless launch, right from media and influencer introductions, celebrity gifting, blogger promotions, collaboration opportunities and more.