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ICPA, Unicef partner for Indian children
MUMBAI: A partnership has been forged between the Indian Cricket Players Association (ICPA) and Unicef for furthering the cause of India’s children.
ICPA president, the Nawab Mansoor Ali Khan Pataudi, spoke on the partnership of the ICPA and the support given by the ICPA to the Bowl out Polio drive. An official release informs that the ICPA planned to sign a Memorandum of Understanding in the upcoming cricket season to cement this partnership.
At an informal reception held a few days ago, Unicef’s head Carol Bellamy acknowledged the support received by the ICPA cricketers for Unicef’s programmes for the benefit of India’s children. Also present were High Commissioners of cricket playing countries, and former cricketers including Bishan Singh Bedi, Chetan Chauhan, Abbas Ali Baig, Kapil Dev.
The new alliance strengthens the association between Unicef India and the cricketers. This began in 1986 with the initiation of the Cricketers for Children programme. The cricketers lent active support to Unicef’s immunisation campaign against the six killer diseases. Cricket stars like Imran Khan, Kapil Dev, Vivian Richards, Allan Border, John Wright and Ravi Shastri participated in this campaign. TV spots were made which were aired during the 1987 World Cup in India and Pakistan.
Earlier in the year before going to South Africa the players gave their support to Unicef’s Bowl out Polio campaign. Polio spots were made by skipper Sourav Ganguly, his wife Donna, Rahul Dravid and Zaheer Khan. These spots were aired on the National Immunisation Day, which incidentally coincided with the start of the World Cup.
Recently Mohammad Kaif and Nawab of Pataudi visited Unicef’s house to take part in a documentary on Polio eradication being made for the BBC. Earlier this month Ace leggie Anil Kumble took time off during the players’ final training camp helped further the Bowl Out Polio cause in Bangalore.
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.
