MAM
Aurelia extends association with Disha Patani as its Brand Ambassador
MUMBAI: Disha Patani has extended her association with TCNS Clothing Co. Limited, the leading women’s branded apparel company in India, as the brand ambassador for its brand Aurelia. Disha will be associated with Aurelia for yet another year and would be featuring in the upcoming collections.
Aurelia, by TCNS, is a contemporary ethnic wear brand targeted at women looking for great design, fit and quality for their casual and work wear. The brand is synonymous with ethnic designs that effortlessly fit into a classic modern woman’s wardrobe. It caters to the modern Indian woman who seeks a branded ethnic experience with an expansive range of styles, colours, fabrics, silhouettes, prints, patterns and embroidery.
Talking about the extended association with Disha, Mr. Anant Daga, Managing Director at TCNS said, “Extending our association with Disha is a strategic move, inspired by the popularity garnered last year. With contemporary ethnic wear becoming the go-to style for most youth, who better than Disha, a youth icon in India, could represent the brand. We look forward to another successful year with her and continue bringing to consumers, only the best, through Aurelia and Disha.”
Last year, Aurelia witnessed tremendous growth and recognition in the retail market via successful campaigns featuring Disha. Being a perfect blend of modernity and Indian-ness, Disha brings in a great connect with the brand Aurelia.
Commenting on being re-appointed as the brand ambassador for Aurelia, Disha Patani said, “It has been truly wonderful being the face of Aurelia; I am grateful for all the love and affection that has come my way and I look forward to our continued association. As the brand offers a wide range of well-crafted kurtas & ethnic dresses for countless occasions, it is my ideal fit for all ethnic wear requirements.”
Disha will be soon seen in a TV commercial for Aurelia adorning the MF’19 collection, which embodies heritage as well as modernity for everyday wear. It also offers beautiful options for the festive season and has a lot of celeb wear pieces, which will ensure you visit the nearest Aurelia store.
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.
