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Airtel to sponsor Mercedes AMG Petronas in Indian GP
MUMBAI: Telecom major Bharti Airtel has extended its motorsport with Mercedes AMG Petronas partnership agreement for the 2012 Airtel Indian Grand Prix.
The leading integrated telecommunications company was title sponsor of the inaugural race at the Buddh International Circuit in New Delhi in October 2011, and will continue the role this year.
Airtel branding will feature on the airbox and headrest of the Mercedes AMG F1 W03 car, and on the racesuits and helmets of Michael Schumacher and Nico Rosberg, for the duration of the 2012 Airtel Indian Grand Prix weekend.
Bharti Airtel will use the association with Mercedes AMG Petronas to further promote Formula One within India, with a host of innovative content and experiences planned both before and during the 2012 Airtel Indian Grand Prix. Michael and Nico will also feature in a television campaign in India to promote the race and Bharti Airtel’s involvement.
Mercedes AMG Petronas Team Principal Ross Brawn commented, “The 2011 Airtel Indian Grand Prix was a very successful new adventure for Formula One and we are delighted to now be partnering with Bharti Airtel, who have supported the sport in India from the outset. Taking our sport to new audiences is vital for our future and we are very much looking forward to working with Bharti Airtel in the run-up to this year’s race, in order to bring our fantastic sport closer to the Indian fans.”
Bharti Airtel Global Brand Director Bharat Bambawale said, “As title sponsors, we at Bharti Airtel are proud to have been an integral part of India’s first Formula One race last year. We are today delighted to enter a new lap of our brand’s Formula One journey with an exciting alliance with the Mercedes AMG Petronas One Team.
“In 2011, Bharti Airtel took the lead in bringing India’s Formula One dreams alive and became ‘Title Sponsor’ of the sport’s debut in the country. Bharti Airtel and Mercedes AMG Petronas are associated with traits of speed, performance and fast-paced growth, thus making this partnership a perfect match between two like-minded brands. By building on the unique motorsport heritage and strong track record of Mercedes-Benz, we will strengthen Bharti Airtel’s youthful positioning and appeal to Formula One fans across India.”
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.
