MAM
Nutrine to take on Cadbury, launches Éclair Hazelnut in Re 1 segment
BANGALORE: Chennai-based Nutrine Confectionery Company has decided to intensify the battle with Cadbury’s in the Eclairs segment.
The company has launched Nutrine Éclair Hazelnut in Bangalore, entering the Re 1 segment that has so far been dominated by Cadbury’s. Nutrine expects to capture 20 per cent of this market.
The overall Eclair market is worth around Rs 2.1 billion, of which Nutrine, Nestle and Cadbury have a 30 per cent market share each, in terms of volume while Parry’s holds a 3-5 per cent share, according to senior VP (Marketing and Sales) of the company B L Venkateswar.
For both Nutrine (which till now did not have a Re 1 offering) and Nestlé, it is the 50 paise milk Eclair from where the bulk of their revenues in this segment come.
Venkateswar feels that there is a demand for the Re1 Eclair segment in the metros and class A cities and estimates its present share to be around Rs 650 million. Éclair Hazelnut will add around Rs 200 million to Nutrine’s share this year. They have doubled their ad budgets to Rs 160 million, of which Rs 80 million will be spent on Eclair campaigns.
Around 90 per cent of this year’s budget will be spent on TV advertising. The new campaign for the Éclair Hazelnut will hit TV screens around mid June, according to Nutrine deputy marketing manager P Sekar. GIII (Gray Worldwide) has done the creative work and OMS is responsible for media.
In the first phase, Nutrine Éclair Hazelnut will be available across 6000 outlets in Bangalore, then move into 12,000 outlets in Karnataka. By July, this product would be available across 400,000 outlets nationally.
The Eclair segment witnessed an estimated 20 per cent year-on-year growth, as against the confectionery industry growth of 5 per cent. The total confectionery market is worth around Rs 12 billion (organized sector) while a further Rs 6 billion comes from the unorganised sector. This figure does not include imports, which could be as much as 5 per cent of the market.
Nutrine has annual revenues of Rs 3.36 billion. The products in Nutrine’s portfolio include Maha Lacto, Naturo Fruit bar with its soft center candies, Nutrine Honey fab, Nutrine Aaam Ras and Nutrine Gulkhand.
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.
