MAM
Big B to star in public service campaigns to clear ABCL dues
NEW DELHI: `Doordarshan means desh darshan (watching DD means watching the whole country). Yeh, main Amitabh Bchchan bol rahan hoon.’ Soon the Big B may be mouthing such lines in social messages related to India’s pubcaster’s massive reach exclusively on DD channels. And that too free of cost.
The Prasar Bharati board in a meeting today okayed a formula that would help Bachchan retire the dues that his company AB Corp, formerly ABCL, owes to DD in lieu of programmes that were produced for DD, but failed to generate much revenue.
Though Bachchan had paid up over Rs 195 million in 2001 of the total dues that his company owed to DD, the interest component amounting to Rs 125 million remains to be paid.
The Prasar Bharati board has agreed, after trying in vain to evaluate the market price of Bachchan, that the best known face of Indian cinema and also TV would be used in a series of about 10 campaigns on DD. These campaigns would be construed to be valued at par with the amount that AB Corp still owes DD.
Prasar Bharati is an autonomous organization that manages the affairs of DD and All India Radio and survives mostly on financial aid doled out by the government annually. In recent times the organization has been under pressure to narrow the gap between its annual expenditure and income.
Though as part of another formula it had been suggested that Bachchan do some shows for DD free of cost to settle his dues, the plan does not seem to have worked out. It is now expected that the Big B would endorse various social messages instead.
The decision of Prasar Bharati was also hastened by a request from the Board of Industrial and Financial Reconstruction, a body to which bankrupt companies are referred, which said that it would be in the interest of AB Corp that it settles all its dues as soon s possible before the BIFR okays the financial reorganization.
Considering that some big corporate houses like ICICI, Dabur Foods Ltd., Nerolac Paints and even the health department of the government (in polio eradication campaigns) use Bachchan effectively to push products and the company profile, it remains to be seen whether DD can imaginatively use the Big B’s brand equity.
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.
