MAM
Confiance Communications bags Libertario Coffee India mandate
Colombian brand in 32 countries eyes India expansion after July 2025 launch.
MUMBAI: If coffee stories could brew themselves, this one would come with a Colombian blend and a Delhi address. Confiance Communications has been appointed as the strategic communications partner for Libertario Coffee India, as the specialty coffee brand looks to scale its presence in a fast-evolving café market. Founded in 2015, Libertario Coffee Co. & Roasters traces its roots to Colombia, backed by a deep ecosystem spanning production, exporting and hospitality. At the heart of this network is La Palma y El Tucán, a globally recognised coffee farm supplying specialty beans to buyers across 32 countries giving the brand both provenance and scale.
Since entering India in July 2025 under founder and CEO Miguel Villaquirán, Libertario has focused on building an experience-led café format, combining Colombian beans with locally sourced coffee and immersive in-store formats. The brand currently operates across five countries, with India emerging as a key growth market.
With this mandate, Confiance will shape Libertario’s narrative across both business and lifestyle media, positioning it not just as a premium café chain but as a culturally relevant player in India’s maturing specialty coffee space.
The communications push will also spotlight the brand’s expansion plans beyond Delhi NCR, alongside its founder-led vision and the broader shift towards experience-first café culture. In parallel, the partnership will aim to strengthen Libertario’s visibility within investor and start-up ecosystems through narrative-driven storytelling.
The move comes at a time when India’s coffee consumption is evolving rapidly from functional caffeine fixes to curated, origin-led experiences. Libertario appears to be betting on that shift, blending global heritage with local nuance.
Because in today’s café economy, it’s not just about what’s in the cup, it’s the story around it that keeps people coming back.
MAM
Wellbeing Nutrition teams up with Dhurandhar cast for protein push
Campaign spotlights Mango and Swiss Chocolate blends as protein demand rises in India.
MUMBAI: If protein had a personality, this one would come in mango and chocolate. Wellbeing Nutrition has partnered with actors Gaurav Gera and Mustafa Ahmed from the film Dhurandhar to promote its expanding Whey Protein Blend portfolio, leaning into flavour-led storytelling to make performance nutrition more approachable. The digital campaign pairs each personality with a distinct flavour Gera with Mango and Ahmed with Swiss Chocolate bringing a seasonal and indulgent twist to a category often associated with routine and rigidity.
The move comes at a time when protein consumption in India is seeing a noticeable shift. As awareness around fitness, recovery and preventive wellness grows, consumers are increasingly seeking options that balance functionality with taste, while also offering cleaner formulations and greater transparency.
Wellbeing Nutrition’s expanded range is positioned to meet that demand, focusing on muscle recovery, strength and overall wellness, while aiming to address common concerns such as heaviness and bloating often linked to traditional protein blends.
By foregrounding flavour as much as function, the campaign attempts to reposition protein from a necessity to a daily habit people actually look forward to, whether it’s the summery appeal of mango or the familiarity of chocolate.
In a market where wellness is becoming as much about experience as efficacy, the brand’s bet is simple, if it tastes better, it sticks better.
