MAM
Amazon, Smithkline odd ones in FMCG top 10 TV ads
BENGALURU: The first week of 2017 saw an all FMCG hold over the top 10 television advertisers list in terms of ad insertions as per BARC data. The total number of television ad insertions by the top 10 brands in week 1 of 2017 (Saturday, 31 December 2016 to Friday 6 January 2017) was 268,323 as per Broadcast Audience Research Council (BARC) data for top 10 advertisers Across Genre: All India (U+R): 4+ Individuals
Spoiling that perfect 10 score in week two of 2017 were online retail player Amazon Online India Pvt Ltd at eighth place with 17,512 ad insertions and Indian music major Super Cassettes Industries placed at ninth spot with 17,250 ad insertions. The rest of the players among the top ten advertisers in terms of ad insertions in week 2 were all FMCG players.
While music company Super Cassettes exited the list, Amazon Online India Pvt Ltd (Amazon) climbed to fifth place from eighth place in the top 10 TV advertisers in terms of ad insertions in BARC week 3 (Saturday 14 January 2017 to Friday 20 January 2017). Amazon’s ad insertions in week 3 of 2017 to promote its Great Indian Sale between 20 and 22 January 2017 increased a phenomenal 54.69 percent in week 3 to 27,089 from 17,512 in week 2. Pharmaceutical major Smithkline Beecham joined the top 10 list with 18,786 insertions(5.40 percent of total of top 10 advertisers list) in week 3 at eighth place.
The total number of television ads by the top 10 companies in terms of insertions increased 19.98 percent to 321,923 in week 2 of 2017 as compared to week 1 of 2017. In week 3 of 2017 when compared to week 2 of 2017, the total increased by 8 percent to 347,695 TV ad insertions.
Despite higher number of television ad insertions (5.02 percent more) in week 3 (17,444 insertions) ITC Ltd continued at tenth place. In week 2, ITC Ltd had 14,438 TV ad insertions.
Please refer to Fig A below for relative positions of the top 10 TV advertising companies in terms of ad insertions.
While the first four ranks in terms of TV ad insertions in weeks 2 and 3 of 2017 remained the same, there were changes in terms of number insertions, percentage insertions with respect to total ad insertions and changes among the other ranks between weeks 2 and 3. The top four advertisers in weeks 2 and 3 were Hindustan Lever Limited (Lever), Reckitt Benckiser (India) Ltd (Reckitt Benckiser), PatanjaliAyurved Ltd (Patanjali) and Cadbury’s India Limited.
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.
