MAM
IPL forces Star Plus & Zee TV to unite in common ad
MUMBAI: The rising popularity of the Indian Premier League (IPL) has forced the two arch rivals, Star Plus and Zee TV, to join hands.
In a common ad released on the front page of The Economic Times, the two channels jointly screamed that the “top Hindi serials outperform IPL.”
Using cricketing terms, the ad said the IPL was caught and bowled by Bidaai, Star Plus‘ top-rated show. Protecting Zee TV‘s turf, the ad also announced Pavitra Rishta (most-watched show for the channel) to have got IPL LBW (leg before wicket).
Quoting Tam data from week 11-14, the front page ad claimed the top four Hindi GEC shows – Bidaai, Yeh Rishta (Star Plus), Balika Vadhu (Colors) and Pavitra Rishta (Zee TV) – to have garnered more eyeballs than the IPL.
“IPL match average remains lower than that of top four Hindi general entertainment shows (30-minute average ratings),” the ad said. The ad sources Tam data for C&S 4+, Hindi-speaking market.
While IPL scores a TVR of 5 for week 11-14, Bidaai is ahead at 5.9 TVR, Yeh Rishta at 5.8 TVR, Balika Vadhu at 5.4 TVR and Pavitra Rishta at 5.3 TVR.
“When India‘s favourite cricketers were battling it out on the field, more Indians were following Sadhana in Bidaai or one of their favourite characters on Hindi general entertainment channels. Clearly, it‘s not just cricketers who have millions of fans following them,” the ad communicated.
The third edition of the IPL, running for 45 days on primetime television in India, is likely to net an advertising revenue of Rs 7.5 billion.
Clearly, Hindi GECs don‘t want ad monies to migrate from them to Max, the official broadcaster of the IPL from the Multi Screen Media (formerly Sony Entertainment Television India) stable.
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.
