MAM
Aadyam Ties up with Paytm and Insider.in as its exclusive ticketing partners this season
MUMBAI: Aadyam, the theatre initiative helmed by the Aditya Birla Group, announced Paytm and Insider.in as its exclusive ticketing partners for this upcoming fifth season. Tickets for their plays are now live on both platforms.
Theatre lovers in Mumbai and Delhi will be able book tickets to world class productions of four outstanding plays by Aadyam, on Paytm and Insider.in. Since its inception in 2015, Aadyam has been breathing life into scripts, ideas and artistic visions. Curated by theatre veteran Shernaz Patel as Artistic Director, this initiative is known for its plays with big production value and colourful backdrops.
Aditya Birla Group, a Fortune 500 company, is one of India’s oldest, most established and respected business groups. Aadyam was conceptualized with a vision to foster the theatre scene in India by providing a platform where theatre groups could focus on their creative pursuits while leaving production-related tribulations in the trusted hands of this initiative.
This year, Aadyam has partnered with Paytm and Insider.in to bring a seamless ticketing experience for its fans and theatre goers. Over the last two years, Paytm and Insider.in have established themselves in ticketing for movies, live events and curated experiences. Fans can find tickets to the best in music concerts and festivals, comedy performances, sports including the IPL and international cricket, and discover new things to do with food festivals, flea markets workshops, treks, camping and thousands of curated finds.
Brian Tellis, Founder & Group CEO at Fountainhead MKTG, which manages Aadyam, said, “This being Aadyam’s fifth year, we wanted to reach out as many consumers as possible. Through our association with Paytm and Insider.in, we expect to reach a newer network of people who are avid followers of art, culture and theatre, as is the focus of this platform.”
Shreyas Srinivasan, CEO of Insider.In said, “Aadyam’s initiatives and productions have changed where theatre in India is today. We’re excited to collaborate with them and begin this new partnership.”
Aadyam’s fifth season kicks off with a rendition of Aaron Sorkin’s “A Few Good Men” opening on 20th July 2019, at St. Andrews Auditorium in Bandra. Tickets can be bought on Paytm and Insider.in.
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.
