MAM
Big Bang Social partners with Rob & NOOE
Mumbai: Collective Artists Network’s Big Bang Social (BBS) has announced a partnership between artist Harun Robert (a.k.a. Rob) and NOOE, a premium design brand specialising in desk essentials, stationery, and everyday carry products. This collaboration marks a shift in creator-brand engagement, where creators act not only as content creators but also as investors and strategic partners.
Rob, who is also an investor and NOOE’s new chief community officer, will lead the brand’s community and content strategy for the next five years. Rob said: “NOOE’s dedication to both quality and creativity really resonates with me. This isn’t just about creating content; it’s about being involved at a deeper level, helping shape the brand’s story and building a community that shares our love for thoughtful design. I’m looking forward to working with the team at NOOE and exploring how we can bring something special to people who value creativity as much as we do.”
Known for his award-winning TV show and innovative DIY projects, Rob’s design expertise and broad appeal make him an ideal partner for NOOE. NOOE, founded by Piyush Suri and Neetica Pande, is a RED DOT Design Award-winning brand available in over nine countries, including in premier outlets like Harrods. This partnership redefines creator-brand collaborations, delivering long-term value.
NOOE co-founder & CEO Piyush Suri added: “Having Rob join us feels like the perfect match. His vision, combined with his passion for art and design, aligns seamlessly with what we stand for at NOOE. We’re excited about the potential of this partnership to elevate our brand and create a stronger, more personal connection with our customers.”
Collective Artists Network co-founder Dhruv Chitgopekar commented: “Facilitating a collaboration like this, where a creator takes on such a meaningful marketing and community-building role, is exactly what we strive for at Big Bang Social. Rob’s partnership with NOOE is an exciting step in reimagining how creators and brands work together. We believe this collaboration will grow Rob’s engagement with his community and NOOE’s growth on all relevant brand metrics. This sets the stage for more cutting-edge collaborations that push growth for forward-thinking D2C brands.”
This strategy sets a new precedent, encouraging startups and investors to think outside the box, empowering creators to take on dual roles as both investors and ambassadors. Big Bang Social is leading the way for innovative collaborations in the industry.
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.
