MAM
IPL knocks out 60 GRPs from GECs
MUMBAI: It seems that the cricket euphoria in India is never- ending. Just after the World Cup when experts were casting doubts on the Indian Premier League (IPL) viewership, the impact on other genres is showing.
As per Tam data for the week ended 16 April, the Hindi general entertainment channel (GEC) genre has lost 60 GRPs (gross rating points) compared to the previous seven-day run.
In the week under review, the GECs raked in 1149 GRPs as against 1209 GRPs in the trailing week.
Star Plus, Colors and Zee TV, who are the top three ranking channels, lost 15, 30 and 23 GRPs respectively. However the pecking order remained unchanged with Star Plus collecting 319 GRPs, Colors 218 GRPs and Zee TV 197 GRPs respectively.
Interestingly, during the first full week of the World Cup, the GEC genre had lost just 37 GRPs. The GECs mopped up 1181 GRPs in the week ended 26 February.
Among the GECs, Sony Entertainment Television (Set) maintained its fourth position with 146 GRPs (last week 152) while sister channel Sab came in close with 135 GRPs (139 GRPs).
Meanwhile, Imagine TV was the only channel which added 11 GRPs during the week to close the tally with 68 GRPs.
Star One and Sahara One were at 33 GRPs (from 32) and 30 GRPs (from 25), according to Tam data.
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.
