MAM
Adidas, Rohit Sharma partner to launch a sustainable apparel collection for the Indian market
Mumbai: adidas and Rohit Sharma have signed a collaboration to launch their first-ever collaboration in sustainable apparel for the Indian market. This collection comes in continuation of adidas’ and Rohit’s long-standing partnership and commitment to end plastic waste. Rohit has been committed towards this cause in partnership with adidas, as was witnessed during the past two editions of the IPL, where he used the global stage to showcase specially crafted shoes, highlighting the cause and spreading awareness around marine plastic pollution.
The stylish and sustainable collection will comprise an array of products ranging from training t-shirts, training pants, shorts, track suits, polo t-shirts, round neck t-shirts, sweatshirts, and lounge pants. The collection has been designed by leading experiential designer Aaquib Wani in collaboration with Rohit. The limited edition collection will be available in select stores and on adidas.co.in.
Speaking at the launch, Indian Cricket Captain Rohit Sharma said, “Marine pollution is one of the biggest challenges mankind faces today. Oceans are key to our survival, and it is a world like no other and must be protected. My association with adidas over the years has been a major step towards spreading awareness for the cause, which is why I am proud to collaborate with them for this collection. Ending plastic waste is a priority for us both, and this collection is a result of unparalleled commitment and effort towards saving the oceans.”
Sharing his thoughts at the launch, adidas India senior director Sunil Gupta said, “Sustainability has been one of the core values for adidas over the years. We have been on a mission to help end plastic waste, and all of our efforts ladder up to this goal. We believe that collaboration, creativity, and eco-innovation are the winning formulas to save our oceans and end the global plastic crisis. As our sustainability ambassador, Rohit has always been at the forefront of our quest to end plastic waste, which is why this collection marks a milestone for our partnership. It is through this partnership that we aim to spread awareness and inspire millions out there to join us in our effort to end plastic waste.”
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.
