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David Rehr is Nab CEO
MUMBAI: America’s National Beer Wholesalers Association President David K. Rehr has been selected as America’s National Association of Broadcasters (Nab) president and CEO.
Rehr was signed to a multi-year agreement and will assume the Nab leadership post on December 5. His selection comes after a high-level executive search process was launched in February after current Nab president and CEO Eddie Fritts announced plans to step down. Fritts will remain a consultant to NAB through April 2008.
Some 80 potential candidates were considered in the search for Fritts’ successor. Rehr’s selection comes with the endorsement of an NAB Presidential Search Committee chaired by Citadel Communications CEO Philip Lombardo and Susquehanna Media president and CEO David Kennedy.
Lombardo says, “We conducted an exhaustive search to locate the absolute best person we could find to retain NAB’s leadership as one of the preeminent trade associations in Washington. David Rehr fits that description in every way.”
Kennedy says, “David’s track record of success is well-documented, and we are confident that he has the talent to represent over-the-air broadcasting inside the Beltway and around the world with distinction. Just as the Search Committee rallied around this selection, I’m convinced that all of our industry colleagues will also find David Rehr the right person to lead NAB.”
NAB joint board chairman Bruce Reese called Rehr “a highly skilled advocate with a passion for policy and a deep understanding of how Washington works. I am delighted that we have identified someone I truly believe will be an outstanding advocate for broadcasters for many, many years.”
Rehr said, “It is an honour to be selected to serve as president and CEO of the National Association of Broadcasters. I know that I have big shoes to fill, and I am anxious to hit the ground running. I look forward to continuing the great work of radio and television broadcasters on Capitol Hill and in the public arena.”
Nab is a full-service trade association that promotes and protects free, over-the-air local radio and television stations’ interests in Washington and around the world. Nab is the broadcaster’s voice before the US Congress, federal agencies and the courts. Nab also serves a growing number of associate and international broadcaster members.
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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.
