MAM
Idea Cellular launches Dialer Tones
MUMBAI: Mobile service provider Idea Cellular has introduced a service called Dialer Tones for its customers.
The company’s customers can now set their Ringing back tones for callers from a choice of tunes, ranging from Bollywood film songs to International hits, wacky sounds to instrumental music and even their own voice, among other tunes.
The company has stated that the best feature of the product is, that the tones can be customised caller wise. For instance Friends can get a special tone and family can get an altogether different tone. There are several options in selecting the tone that customers want their callers to listen to: Set a common tune for all or customize a tune for individual callers.
It is also possible for the user to select groups. Here the same song/tone would be played to anyone calling from the set group. Extremely simple to use, Dialer Tones can be accessed by dialing into 456, the Say Idea voice portal service. Worldwide this service is extremely popular and one of most accessed value added services.
Idea Cellular CEO Vikram Mehmi, said, “We have always believed in providing exciting and innovative services for our customers. Idea offers the most comprehensive bouquet of value added services and all of them have been very popular among our customers. These services not only create a rich, creative and engaging mobile experience for our customers but also trigger higher revenues for us.
“We shall continue to offer more and more exciting value added services in the future. “
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.
