MAM
Aurora Comms creates a new ‘reality’ in Max New York Life’s campaign
MUMBAI: Retail media network, Aurora Comms, has carried out a campaign using the technology called augmented reality for insurance provider Max New York Life.
Taking over the prime ground floor area at Mumbai’s InOrbit mall, Aurora Comms brought to the fore some ‘augmented reality’ to create a buzz. The same was also executed at DLF Promenade in Delhi where it brought to life the ‘devil and the insurance agent’, virtual characters from the brand’s TV commercial. It created a separate area inviting the mall’s many visitors to step into a new experience.
Once someone is in the square area created for this experience, the devil and the agent would appear in front. The person would be prompted to punch and destroy the devil in many ways, with the agent interacting and advising too. This was coupled with a background score making it an engaging experience for the participant and the hundreds of onlookers.
The idea was to communicate that Max New York Life Insurance gives the right advice to audiences. Also, the activity being scheduled at major Indian metros and B towns in-sync with the TV commercial being on air means that this campaign is helping to reach out to thousands of targeted customers.
Max New York Life director and CMO Anisha Motwani said,, “Max New York Life has always thought of communicating to its audience in an effective and innovative medium. The AR initiative is an extension of our new brand campaign ‘Aapke Sachche Advisor’.” Vishakha Singh, Executive Director from A Comms adds “Augmented reality has the capability to engage audience in real size yet virtual world and this is what we designed for Max New York Life consumers. We’re glad this campaign is delivering the communication to the consumers.”
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.
