MAM
Coca-Cola launches Sprite Ice
BANGALORE: After rolling out new brands in the soft drink and juice segments this year, Coca-Cola has now come up with a new product, Sprite Ice in India. Sprite Ice offers a taste of lemon and lime.
Sprite Ice has been launched in two pack sizes- the 600 ml blue colored dimple bottle and the 200 ml full sleeved option, sold at Rs 18 and Rs 7 respectively.
This new launch is aimed to further enhance the market leadership position of Coca-Cola India, with Sprite regular being the fastest growing CSD in the country, claims Coca-Cola.
The company has drawn an aggressive consumer activation campaign to market Sprite Ice in the country. The 360 degree marketing plan includes airing of TV commercials on leading channels. The TV campaign conceptualized and shot by Ogilvy & Mather, Worldwide, highlights the extreme Icy cooled sensation experienced by a Sprite Ice drinker.
Other marketing activities, which include organizing road shows including extensive experiential sampling sessions in schools and colleges, will be further backed by a range of internet & SMS contests.
Coca-Cola India senior V-P Vipul Saurabh said, “This year, we have already rolled out new initiatives on both the product and packaging innovations in our key categories like the carbonated soft drinks, juices, tea and coffee and will continue to provide more refreshing options in the next two months.”
Sprite Ice is already available in Canada, Belgium, Italy, France, Mauritius, Malaysia, Hong Kong, Australia, Singapore, Thailand, an official statement adds.
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.
