MAM
Broadcasters to suggest formula on surrogate ads
NEW DELHI: The government has asked the Indian Broadcasting Foundation (IBF) and the News Broadcasting Association (NBA) to finalise within three weeks their strategy relating to surrogate advertisements of products using brand names or logos which are also used for cigarettes, tobacco products, wine, alcohol, liquor or other intoxicants that continue to appear on television channels.
The two organisations had told the Ministry that there are some cases of genuine brand extension and, therefore, there could not be a blanket ban on all such advertisements. The time of three weeks had been sought by the organisations.
Senior officials of the Information and Broadcasting Ministry, the Health Ministry and the Law Ministry in a meeting here discussed the issue with representatives of the two organisation.
Senior I&B Ministry sources told indiantelevision.com that the organisations were apprised about the concerns of the Government and the need to take stern action against violations.
In a directive on 17 June last year, the I&B Ministry had asked all TV channels to stop such advertisements. It had said the notification of 27 February 2009 cannot be cited as an excuse for airing such advertisements in violation of Rule 7(2)(viii)(A) of the Cable Television Networks Rules 1994 as the guidelines had not been operationalised.
It had further said that certificates issued by the Central Board of Film Certification under the Ministry‘s notification of 9 August 2006 will also not be accepted as these are null and void in view of subsequent amendment of Rule 7(2)(viii) of the Rules.
All channels including news and current affairs channels have been directed to, therefore, immediately withdraw such advertisements.
In another notification, the Ministry had asked all TV channels to stop violating Rule 7(10) which clearly states that advertisements should be clearly distinguishable from the programme/news broadcast and cannot be carried on the same screen as captions, static or moving alongside the programme.
This followed several complaints that channels often carry advertisements in scrolls which get mixed with news and also on the screen which interferes with the programme.
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.
