MAM
Britannia launches commercials for housewives to be ‘snack happy’
BANGALORE: Food products major Britannia Industries Ltd will be launching new variants in its 5050 kitty named Snackuits in three tastes or flavours – Swiss Cheese & Chilly, Chinese Hot & Sweet and Italiano Pizza. With this, the brand intends to accelerate its trajectory into the traditional bagged snacking format as a pop-able biscuit snack.
The four new ads in Hindi – Dimaag (brain, sense); Tears; Running away; and Chutta (Change, as in loose coins or money) – are seemingly sequential tales all based on three women in an auto. These have been have been conceptualised by Balki from Lowe Lintas and produced by Lintas Productions with Habib Faizal as director.
Initially, two of the TVCs – Runaway and Chutta – will go on air only on CNBC in the first week of April, to be followed by Dimaag and Tears in weeks two and three of April , reveal industry sources connected with the brand.
Britannia has stated that 5050 has been synonymous with snacking for housewives for as long as it has existed. The latest 5050 Snackuits commercials have been crafted to launch a new product in a new bag format, a first for 5050 – the new product is baked, has zero trans-fat and allows for guilt free snacking. In turn, letting happy housewives be ‘snack happy‘.
The new variants are driven by flavours, an innovative format and a packaging that facilitates on-the-go consumption, fuelling the category growth and brand CAGR of 20 per cent. Organised bagged snacks is an opportunity larger than Rs 70 billion with the snacking category growing at around 20 per cent annually. With healthier margins, 5050 aims to leverage its brand strength and create a disruptive intervention in the snacking category through a morphed offering of biscuits and snacks. 5050 Snackuits offers the twin delight of ‘Sweet bhi-Spicy bhi‘ ,‘Baked bhi-Chatpata bhi‘ in 5050‘s quintessential way of endearing housewives with ‘Yeh bhi-woh bhi‘ choices.
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.
