MAM
Amagi gets a Whitmore boost as cloud ambitions stream into EMEA
MUMBAI: Call it a cloud with a silver lining Amagi has just added some serious firepower to its global stream team. In a move that signals renewed focus on European and Middle Eastern markets, cloud-led broadcast tech company Amagi has appointed Emma Whitmore as its senior vice president of sales, EMEA. With over 20 years of industry expertise, Emma steps in to steer Amagi’s next phase of partner-led growth, regional expansion, and content innovation.
Known for her sharp eye on industry collaboration and customer-centric strategy, Emma’s appointment comes at a time when cloud-first broadcasting is more than just a buzzword, it’s a business imperative. She will report to Amagi EVP, global SaaS sales, Dan Marshall, and work closely with partners and platforms across the region to scale Amagi’s suite of broadcast and streaming solutions.
“I’m excited to join at a time of rapid growth and innovation across EMEA. This is a unique opportunity to work even more closely with our customers, expand our local presence, and ensure we’re delivering solutions that truly reflect the needs of today’s broadcasters and content owners,” said Amagi SVP of sales for EMEA Emma Whitmore.
“Emma brings a combination of deep industry expertise and focus on execution,” said Dan Marshall, EVP, Global SaaS Sales Amagi. “As we continue scaling across EMEA, her leadership will be pivotal in expanding our regional impact, strengthening partner relationships, and delivering even greater value to our customers.”
Her appointment follows Amagi’s acquisition of Tellyo and strategic investments in Europe, highlighting the company’s intent to become the go-to partner for live events, digital-first content, and scalable streaming tech across multiple markets.
Sri Hari Thirunavukkarasu, who led sales for Amagi in the EMEA region for over a decade, will be relocating to the company headquarters in India to drive strategic initiatives at the CEO’s office. “It has been a memorable stint building the Amagi footprint in Europe, and working very closely with customers to drive cloud adoption and business transformation,” said Sri Hari. “With the appointment of a seasoned industry professional like Emma, I am fully confident that our customers and partners in the region are in good hands and will benefit from her customer-first approach.”
Emma’s influence extends beyond the boardroom. She contributes to the UK Government’s Future of TV working group, sits on the Digital TV Group Council, and has been part of TM Forum’s innovation work on media sustainability. When not transforming media strategies, she’s mentoring women in tech or coaching youth hockey making her as impactful off the field as on it.
As Emma steps in, Sri Hari Thirunavukkarasu, who has led Amagi’s EMEA growth for over a decade, will relocate to India to join the CEO’s office and lead strategic initiatives.
Emma, alongside the Amagi leadership, will be present at MPTS 2025, ready to write the next chapter in Amagi’s global cloud journey, one that’s sure to be bold, seamless, and powered by serious streaming smarts.
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.
