MAM
Cult Branding seminar in Mumbai a thumping success
MUMBAI: Cults. They are common as gardens in India and globally. Almost every few years a cult crops up, balloons into a movement, only to diminish quickly.
Agencyfaqs, BusinessWorld and Alchemist group, got together to organise a seminar around a phenomenon as fascinating as cults, namely that of cult brands. And holding centre stage to an audience of 100 plus was 28-year-old Matthew Ragas, the co-author of the book (along with Bolivar J Buneo) The Power of Cult Branding.
The seminar, held at the JW Marriot in Mumbai’s western suburb of Juhu, and titled Beyond Advertising: The Phenomenon of Brand Cultism, was sponsored by Amity School of Communication, Hav-A-Tampa Jewels Birchwood Tip Cigars, Altavista, Cutty Sark, and Express Colour Scan. Among the big names who attended included: Arvind Sharma of Leo Burnett India, Times of India’s Pradeep Guha and Bhaskar Das, Chandy of Malayalam Manorama, ace promotions professional Pradeep Narashima.
Ragas elaborated over two sessions why cult brands are crucial today, what goes to make a cult brand and how it is sustained, and the seven golden rules of cult branding. His belief is that because of product and advertising clutter, brands are getting commoditised and competition is getting fierce, with decreasing consumer loyaty. Cult brands help marketers to ensure repeat consumer purchase because of the intense customer loyalty. Cult brand consumers are hooked and happy.
Ragas explained that there are destructive cults (a La Hitler) and benign cults (a la Harley Davidson biker groups). He added that cults are not bad, rather their members are normal people, who want to improve their lives and be different, and want to feel like they belong. He elucidated that cult brands offer their customers love, attention, and to many of their consumers, they are a living surrogate family with like minded individuals.
According to Ragas, Abraham Maslow who postulated his heirarchy of human needs is the father of cult branding. Maslow’s pyramid placed physiological, safety, belongingness and love, esteem and self-actualistion needs as a gradually narrowing group of human needs with self-actualisation being at the peak. Ragas says that cult brands primarily fulfil the higher level human needs of esteem, social interaction, and self-acutalisation. “Once a brand fulfils the higher needs, it becomes irreplaceable in the mind of the consumer,” he says.
He then went to throw light on the seven golden rules of cult branding which were drawn up after two years of researching for his book. These are:
*Consumers want to be part of a group that’s different.
*Cult brand inventors show daring and determination.
*Cult brand sell lifestyles.
*Listen to the choir and create cult brand evangelists.
*Cult brand always create customer communities.
*Cult brands are inclusive.
*Cult brands promote personal freedom and draw power from their enemies.
He then went to illustrate how each of these golden rules apply to four cult brands: Apple Computer, Linux, Volkswagen Beetle, Harley Davidson (the other five that Ragas has studied in his book include: Oprah Winfrey, Jimmy Buffet, Vans Shoes, WWE, Star Trek).
His session was followed by a session by former BBC veteran and Indophile Mark Tully wherein he tried to give his perspective on what India truly is and how it has changed over their years. His biggest regret was that companies are paying lip service to the rural market.
Last on was Alchemist Consulting founder Samit Sinha who elaborated on Indian cult brands such as Old Monk, Enfield Bullet, Thums UP, Khadi, comedian Ajit, and the Ambassador.
Ragas will be working closely with Alchemist Brand Consulting for the Indian market. Those wanting to get in touch with either Ragas or Sinha can send an email to matt@powerofcultbranding.com orsamit@brandalchemist.com.
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.
