MAM
CNBC TV18 & Airtel brings India Business Leader Award 2005 to India
MUMBAI: CNBC TV18 and Airtel has announced plans to bring to India, the inaugural India Business Leader Awards (IBLA).
The Awards programme is part of the prestigious regional-level Asia Business Leader Awards (ABLA), initiated by CNBC Asia, which has showcased and profiled outstanding examples of corporate leadership and excellence since its launch in 2001.
According to a press release, the winners of the India Business Leader Awards 2005 will proceed to qualify as finalists at the Asia Business Leader Awards 2005, scheduled to take place this November in Kuala Lumpur, Malaysia.
The India Business Leader of the year 2005 will be felicitated in the
presence of the finance minister P C Chidamabaram at a grand awards function to be held in Delhi on 1 October.
As a build up to the India Business Leader Awards 2005 CNBC-TV 18 would also launch a special on air initiative. This would include a number of special 30-minute shows anchored by CNBCTV18 Govindraj Ethiraj.
Themed A Celebration of Achievement, IBLA 2005 will acknowledge
business leadership that has been able to harness the opportunities that
arise in today’s dynamic business landscape and for the ability to lead
and succeed in laying solid foundations for their organisations, informs the press release.
IBLA 2005 will see the introduction of the following four award
categories:
*India Business Leader of the Year – recognizes the chief
executive who is able to retain loyal customers, inspire and motivate
staff, grow profitability and turn corporate visions into reality.
*India Corporate Citizen of the Year – acknowledges outstanding
contribution to the arts, education, the environment and community
development.
* India Innovator of the Year – focuses on achievements in new
product development and groundbreaking business processes, business
models and strategies.
*India CEOs’ Choice of the Year – will be determined by a poll
conducted with top executives throughout the region.
“CNBC-TV18’s has been at the forefront of bringing India to the world,
and in many ways, the ‘world to India’, said CNBCTV18 CEO Haresh Chawla.
He adds, “We proud to bring to India, this most definitive business
leadership award. The India Business Leader Awards 2005 is a further
acknowledgement of India’s importance and contribution to Asian and
Global business. These awards help Indian business leaders get
recognized globally and we hope that it helps strengthen India’s
position as an emerging economic power.”
According to Bharti Tele-Ventures Ltd director & group chief marketing officer, mobility Atul Bindal said “Airtel is proud to partner the 2005 India Business Leader Awards. These awards recognize leadership
excellence, achievements, contribution and the spirit of
entrepreneurship in the Indian business community. As India’s leading
mobile service provider, Airtel is pleased to partner CNBC in the
recognition and development of inspiring & responsible business leaders in the country.”
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.
