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Tushar Taneja appointed Head of Marketing at Creambell
Marketing veteran joins Devyani Food Industries to lead the ice cream brand’s growth.
MUMBAI: Tushar Taneja has just scooped up a sweet new role and this time, he’s bringing his marketing expertise to one of India’s favourite ice cream brands. Devyani Food Industries Limited has appointed Tushar Taneja as Head of Marketing for its Creambell brand. He took up the position in March 2026. With over 16 years of experience in brand management, new product development, product launches, digital marketing, and multi-media campaigns, Taneja brings a strong track record to the role. He most recently served as Category Planning Manager at Mccain Foods for over six years. Earlier in his career, he held leadership positions at Emami and United Breweries Ltd., managing well-known brands such as Fair and Handsome and Kingfisher.
The appointment comes as Creambell continues to strengthen its presence in the competitive Indian ice cream market, where innovation and consumer connect are key to growth.
Taneja’s extensive background across FMCG categories is expected to help drive Creambell’s marketing strategy, brand visibility, and engagement with consumers across the country.
In the fast-melting world of ice cream branding, Creambell has found a leader who knows how to keep things cool, creative, and compelling. With Tushar Taneja now at the helm of marketing, the brand is well-positioned to scoop up even greater success in the years ahead.
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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.
