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Sanjay Panday to head Gutenberg Networks India
MUMBAI: DDB Mudra Mumbai SVP Sanjay Panday has been entrusted the additional responsibility of Gutenberg Networks India Head.
Panday has been with the DDB Mudra Group for over five years and spearheads some of the largest clients of the group out of Mumbai. With over two decades of experience, he has worked across major agency networks and handled brands such as Cadbury, ITC, Emirates, Videocon, Emami and Asian Paints.
Panday said, “The global trend of consolidation of artwork, digital studio and pre-production services is now in India. I’m looking forward to help make Gutenberg Networks India one of the best pre-media production services companies in the region.”
DDB Mudra Group group CEO and managing director Madhukar Kamath said, “I am confident that Sanjay, with his vast experience across a spectrum of clients and agencies will lead Gutenberg Networks India to its goal of becoming a strategic business hub for digital studio and pre-media production services.”
Gutenberg Networks is a global integrated marketing production organisation with core expertise in developing and executing cost effective communication campaigns in broadcast, web, press and print. With an expert workforce of over 1200 employees globally, Gutenberg Networks works closely with some of the biggest brands leveraging and creating value through tightly executed global campaigns. It has worked with over 75 clients for an average tenure of over a decade. Some of its partners include Philips, Star Alliance, PepsiCo Tropicana, Volkswagen and Canadian Tourism Commission.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
