MAM
Thums Up’s ‘Stump Cam’ campaign engages consumers
Mumbai: Thums Up, Coca-Cola India’s first billion-dollar homegrown brand, has unveiled a new ‘StumpCam’ campaign, just in time for the ICC T20 Men’s World Cup. This will provide audiences with exclusive access to match footage and content. The brand will be adopting a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign.
The campaign, which features renowned cricketers and superstar bowlers Jasprit Bumrah, Umran Malik, and Brett Lee, aims to amplify Thums Up’s new “Stump Cam” offering, which will offer a thrilling view into exclusive ’Toofani’ match moments, straight from the pitch. After each World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle. The offering will enable cricket lovers to access unique content from the tournament like never before.
Commenting on the new campaign, Coca-Cola India & Southwest Asia vice president & head – marketing Arnab Roy said, “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament – leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.
Commenting on his association with Thums Up, Indian fast bowler Jasprit Bumrah, said, “Thums Up has been a longstanding partner and supporter of events and athletes across sporting formats and I’m extremely happy to have been associated with it for over a year now. It’s exciting to bring to cricket lovers and fans the brand’s new offering “Stump Cam” which will enable them to access thrilling cricketing content from a never-seen-before angle, straight from the pitch and get closer to the game.”
Australian former international cricketer and one of the fastest bowlers of his time, Brett Lee added, “I am ecstatic to be partnering with India’s most iconic soft beverage brand Thums Up, for their new StumpCam campaign. I have lived and breathed cricket all my life, and I am thrilled to be part of Thums Up’s “Stump Cam” offering, which will excite consumers beyond measure as it gives them the ultimate view of key match moments as if they were watching it right from the pitch. #WicketSeCricket!”
The campaign film has been conceptualized by Ogilvy India. Ogilvy India chief creative officer Sukesh Nayak stated, “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”
Ogilvy India- North chief creative officer Ritu Sharda added, “From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that’s where Thums Up Stump Cam found its genesis. We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match to pack to screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket”
Thums Up has been a longstanding partner of the ICC (International Cricket Council). The Coca-Cola Company has a long history of partnering with major sporting events around the world, including an eight-decade long association with the Olympics, four decades with the FIFA, and nearly 25 years with World Cup Rugby. These associations with sporting events underscore the company’s philosophy of endeavoring to be a part of the joyous moments and occasions of its consumers.
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.
