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“Digital advertising is here to stay whether you like it or not”, says Alyque Padamsee at Economic Times Promising Brands Summit 2018
MUMBAI: The Economic Times Promising Brands 2018, after successfully completing its first edition and earning acclaim across the industry in 2017, launched the second edition of its coffee table book. This book will immortalise the efforts of promising brands that have shown the muscle to survive and thrive, even expand in an ever more competitive market. The event took place at Taj Vivanta on 23rd March, 2018.
In this brand book, there is a study on the genetic fiber of these Promising Brands. What sets these brands apart? What creates niche identity in the mind of consumers and enhances recall value? What are the latest innovations that have left a lasting imprint on consumers mind? What makes these brands Promising Brands?
The significant point is that the book does not showcase only established brands, but those that show promise of growth. Some of the brands which are featured in the Brand Book, find a mention here as they have challenged the status quo. They have shown the grit and gumption to affect change and be relevant to the current market context. These are also new brands with smart new business models that did not exist earlier.
Sharing his thoughts on the occasion, Times Strategic Solutions – President , Deepak Lamba said, “A brand is a promise. Buying a certain brand speaks a lot about the person. We at The Economic Times thought of recognizing those brands which have not only made a mark but has survived and expanded through the years. We thus wanted to provide a platform which would help experts to recognize the potential and chronicle the success stories of these brands.”
Sharing his thoughts, MTR Foods, CMO, Sunay Bhasin said,” The principle of brand revolution is still the same, but the medium is expanding and we need to embrace the technological medium. We need to understand the tonality of these platforms and must know how to interact with the audience.”
Commenting on the event, Big Bazaar, CEO, Sadashiv Nayak said, ”Inclusion is the key for a brand evolution process. There should be no segments within the brand.We need to keep in mind that the country is becoming as younger as it is becoming older. While there are challenges of the impatient minute challenged millennial consumers, there are also expanding ways on how to still stay relevant with the help of embracing technology.”
Sharing her thoughts, Cisco – India and SAARC, MD, Partner Organisation, Daisy Chittilapilly said, “The challenges to keep the stories really short or hook the attention of your user experience is very important. You must have the ability to direct what the audience wants to see.The direction should in the end garner a purchase.”
Guest of Honour Prahlad Kakkar said, “It is only with storytelling that you will stay engaged, be it the conventional form or the today’s digital times get young, learn from them, don’t fear technology and it will help you tell your story in the most edited and sharp way. Storytelling will never become obsolete. It will always stay relevant.”
Proceeding further in a conversation with KV Sridhar on brands then and now, Alyque Padamsee said “Digital revolution is the first medium that is interactive. The consumer can be invited in the evolution of the brand.”
Concluding the occasion were ace celebrities like Richa Chadda, Nawazuddin Siddiqui, Amit Trivedi, and Masaba Gupta who attracted eyeballs. They were honoured with awards pertaining to their relevant industries, rounding off a gala evening that celebrated brands personal and professional.
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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.
