MAM
Brand Sentry bags brand building mandate for Orchids International
MUMBAI: Brand Sentry has bagged the digital and PR mandate for Orchids International. It is a leading name in the hygiene product industry. They started their journey over a decade ago and have emerged as a key leader servicing majorly to B2B sectors.
In the current Covid2019 times where hygiene has become an essential part of our routine, Brand Sentry along with Orchids took the opportunity to drive the narrative of how people consume information around hygiene, its importance and make it easily available for masses at large.
While Orchids International has been an important player in the B2B hygiene market, the increasing demands for hygiene products have paved their way strongly into the B2C market too. Brand sentry plans to strengthen the brand awareness by building and reinforcing the brand’s presence across digital and media verticals.
Orchid International, director, Kumail Vakil said, “In this new partnership, we look forward to amplifying our brand’s image, vision and the company’s offerings. We have identified the dire need of hygiene products in the country and are constantly innovating to accommodate all our consumer’s needs during the COVID and post COVID era. We believe the leadership at Brand Sentry understands us as a brand and will help us in building our image as a prominent leader with the right communication strategy. We are looking forward to creating a long lasting impact and changing the narrative of the hygiene industry with Brand Sentry as our partners.”
Brand Sentry, co- founder, Vishakha Mota added, “We designed Brand Sentry to drive purpose led communication for Brands that are trying to make a difference and create an impact and Orchid falls beautifully under this category. We are excited to bring Orchid’s innovation of hygiene through our vision and create a benchmark 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.
