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Barista, CNN make connection over hot coffee
MUMBAI: Coffee chain Barista and CNN recently tied up for an SMS contest – Make the connection over hot coffee – in association with contests2win.com. The interactive promotion was undertaken by CNN who wanted to target Barista’s consumers.
A lot can happen over coffee!
Speaking about the contest and the tie up with CNN, Barista Coffee Company Limited head (marketing and strategy) Brotin Banerjee said, “CNN contacted Barista as they were interested in doing an interactive promotion with their target consumers. They felt Barista consumers were their target audience and a co-promotion with us could bring them added viewership and interaction possibilities with their core set of consumers.”
Barista on its part felt that CNN was a brand in which their consumers would show a keen interest as there was a large brand fit. “With such a large consumer footfall taking place in the various outlets, partners are interested in co-promoting their products within our outlets to win over such an attractive segment of people,” added Banerjee.
Through this SMS contest, people can SMS CNN to 8558 and win newsworthy CNN merchandise in the form of a desk set, flashlight, T-Shirt, desk clock, pen or a “Your World Today” Post-it pack from CNN.
Refusing to elaborate on the financial terms of the deal between CNN and Barista, Banerjee however, said, “We do not discuss financials, however it is important to note that we do activities more out of adding value in terms of excitement, interest and gratification, to our consumers than solely based on financials. More importantly there needs to be a brand fit between the two partners, one important criterion being brands that enjoy mass – class status.”
Other companies and products that Barista has tied up with are MTV, Lee, Whirlpool, Kotak, Ponds Femina Miss India, National Geographic Channel, Channel [V], Star World, Elle and Canon. Banerjee elaborated, “We have worked with these brands for various promotions covering various aspects of promotions and benefits, for example: mention on media, instant gratification for our consumers, merchandise sales, special offer for Barista consumers and the likes.”
Talking about how the contest with CNN has helped the coffee major, Banerjee said, “This contest has helped generate consumer buzz and visibility for CNN as they are offering goods to be won on SMSing their response to a specific number. For us it is a special deal exclusive for our consumers where they get rewarded for their continued patronage of the Barista Brand.”
The coffee major is always on the lookout for exciting and innovative methods to add to the consumer excitement and interest. Said Banerjee, “This tie up reinforces the same fact as well as an association between two premium brands and the inherent rub offs of each other’s strengths. Also as we are an experiential brand and in the business of spreading the ‘joy of coffee’, such promotions help us reinforce that position too.”
The saying – ‘A lot can happen over coffee’ sure rings true in this case.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
