MAM
JK Technosoft appoints Aloke Paskar as president & CEO
MUMBAI: JK Technosoft Ltd, a global software solutions provider that enables businesses to make informed decisions with data-driven analytics has appointed Aloke Paskar as the president and chief executive officer of the company. Paskar will be responsible for the overall functioning of the company, reporting to the Board of Directors.
With 30+ years of rich experience, Paskar’s expertise lies in P&L management, business operations, business transformation and global delivery management across USA, UK/Europe, APAC, Middle East, and Latin America. His focus on the client requirements vis-à-vis IT landscape has earned him endorsement and deep respect from end-users, globally. In his long-standing career, he has been associated with renowned organizations like HCL, NIIT, Capgemini, TEOCO and was also the cofounder of TechSpan/Headstrong. He holds a Graduate degree in Economics from St. Xavier’s College, Kolkata and Post Graduate from XLRI, Jamshedpur
JK Technosoft Ltd executive director Satish Gupta said, “With Aloke’s knowledge and credentials, we are confident his leadership will help us further accelerate our business growth while imbibing from him the best industry practices. His vision and customer centricity will enable JK Technosoft’s transformation into a unique digital solutions company in its chosen customer segment”.
Speaking on his appointment, Aloke Paskar said, “I’m delighted to join JK Technosoft at an exciting time in the industry where changing business environment, demands transformation both for our customers and ourselves. With a long history and strong financial foundation, JK Technosoft is poised to bring new-era business solutions to our customers and become a leader in our chosen segments. We have invested in the right direction and I’m looking forward to working with our customers and our exceptional team to build a customer centric partnerships over the coming years”.
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.
