MAM
Anurag Kashyap features in new TVC for Cadbury
NEW DELHI: Cadbury Dairy Milk Shots‘s new TVC has been launched to introduce the Rs 10 pack called ‘Shots with Friends‘ featuring filmmaker Anurag Kashyap. The TVC hit screens across the nation on August 1, 2012 and is present across 60 television channels.
The TVC captures the spirit of friendship by showing a group of friends bonding and celebrating with Cadbury Dairy Milk Shots. The commercial is based around the plot of an audition which lends the Bollywood connection and makes it easily identifiable and enjoyable, especially for the youth.
The commercial is an extension of the brand‘s ‘mann ka laddoo‘ concept. The ‘chocolate ladoos‘ that are a part of each character‘s thought bubble act as the ‘sweet‘ metaphor that symbolise and connect the range of positive emotions they experience. The closing VO summarizes the mood of the TVC, “Dosto ke saath kuch meetha ho jaye”
The opening of the TVC shows Kashyap sitting in a café and struggling to find the actress and describing his dream cast on the phone, he realizes they are much closer than he expected. The young group of girls on the neighboring table is ecstatic, to say the least, when they hear the director describe someone that looks exactly like them.
Cadbury India director, snacking and strategy Chandramouli Venkatesan said, “The bite size format of Cadbury Dairy Milk Shots allows it to be an easy alternative to ‘snacking‘. The new TVC captures the essence of the product aptly- sharing among groups of friends, and further builds on the brand‘s core message of celebrating small but significant occasions with Shots.”
Ogilvy India NCD Abhijit Avasthi added, “The Shots proposition of ‘mann mein ladoo phoota‘ has been a resounding hit with the youngsters. To talk about the ‘Shots with Friends‘ pack we decided to build on the same with the slant being on a group of friends wishing for something fantastic instead of an individual. Also, we thought it would be sweet and charming to tell the story with a group of girls instead of making it male-centric. It‘s turned out much funnier than we had imagined and Anuraag Kashyap‘s cameo is the icing on the cake.”
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.
