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apna taps Ronak Shah to drive its data strategy
Mumbai: Homegrown jobs and professional networking platform apna has announced the appointment of Ronak Shah as the head of data. Shah is apna’s first data leader and will fully focus on creating data strategies for the platform.
Shah’s appointment is in line with apna’s efforts to invest in and attract world-class leadership to support the company’s mission of empowering a billion lives, said the platform in a statement on Tuesday. “In this role, Shah will be leading apna’s data science and engineering teams to build a data-powered platform that will help apna’s user base to fulfill their aspirations,” it added.
“Ronak is a product visionary with a passion to incorporate data learning and innovation to improve the quality of living. His vast knowledge and expertise will play a pivotal role in improving our platform as we build for the world,” said apna chief business officer Manas Singh, welcoming Shah on board.
An alumnus of the University of Southern California, Shah brings with him experience of more than a decade in building data strategies, knowledge graphs, machine learning, and business intelligence for top tech companies. Prior to joining apna, he has worked with large global companies including Amazon, Glassdoor, Coursera, and Citrix Online.
“Data can play a significant role in apna’s mission of solving the earth-scale problem of skilling and unemployment. I am thrilled to be a part of this team and work with highly skilled leaders who are on a mission to transform the world and empower a billion lives,” said Ronak Shah about his new stint.
In recent months, apna has recorded growth with 22 million-plus users, more than 200,000 employer partners, and a presence in 48 cities in India. The platform is currently enabling over 18 million interviews and 35 million professional conversations monthly, said the statement.
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.
