MAM
Delhi’s popular RJ Sarthak gets asked “If he is original?”
Mumbai: People who don’t appreciate English music are subhumans. They shouldn’t be allowed to wear clothes. They should be made to sing ullullu like the aboriginal tribes,” said RJ Sarthak, trying to drive home his point about the appeal of music. Sarthak, Delhi’s loved and listened-to radio jockey went ballistic about Vidya Balan’s portrayal of an RJ in Munna Bhai MBBS and Karthik Aryan in Dhamaka as unrealistic portrayals of RJs. He was baring his soul to Sumedha on her popular podcast “Bluntly Streaming” where she grilled the RJ on various counts.
In a two-part series, the volatile guest even ends up demanding that Sumedha NOT call him an RJ, but a radio host or radio presenter. “Radio jockey” is the wrong phrase. It should be Radio Disc jockey,” he snorts. Sumedha Bluntly Streaming dives deep into the vibrant life of RJ Sarthak, a personality with a beard as colourful as his journey. The RJ is known to be one of the most loved ones on radio waves. Also considered original for his content. He quotes a famous saying that states that “There are only three original ideas in the world and the rest are interpretations,” to which Sumedha, with a straight face, asks him, “Are you original?” Offended by her blunt question (what else do you expect from Bluntly Streaming?), he mocks her for her question, but not before attacking her with, “What do you think is being original” Are you an original?” The conversation takes amusing turns as both end up making peace with each other about whether or not radio jockeys are loyal to the Jockey, a popular lingerie and innerwear brand.
“Everything begins with my hunger for attention,” Sarthak confesses to Sumedha. What about your hunger for auditions, asks Sumedha who called the chair he was sitting on a “casting couch”. The conversation veered towards other topics such as his relief package for later risers who missed out on his early morning show, the beauty of sunrises and sunsets, his tryst with MK’s Gandhi’s book, “My Experiments with Truth” and more.
The RJ also gets grilled on why he chose French or Sanskrit, his stint on TV with Headlines Today and about his most memorable callers on the show. The RJ who is into his 25 year on the radio waves shared a heart-touching anecdote about a caller who would be the first one to call his show every fortnight. “We even had special music for the first caller. Later, I got to know, after about a year of radio interactions, that he, his wife and disabled child committed suicide after he faced losses in his business and could not recover from it financially.
Sumedha also explores the intriguing world of RJ Sarthak’s nepotism and under-the-table dealings. “If you want to win me over, get me food,” he states. The conversation then touches on some uncomfortable chords. Sarthak then blows off the lid on sex, drugs and rock n roll by decoding the concept of choreographed music. “These days, music is not straight from the heart. Rather is researched and designed to give a music spike every 30 seconds. No wonder that the old-timers like Metallica could still beat the Taylor Swifts of this era,” he states. The Rolling Stones and U2 are still on the top and headlining shows in venues like Sphere in Las Vegas because they are not into the nonsense called template music.
He then reveals his fondness for underground music, citing bands like Gogo Penguin, Coco Roco, and Fyah, whose audience may be limited to around 25 people. He appreciates music that emanates from the heart, emphasizing the connection it creates.
As the conversation shifts to streaming, CDs, and vintage vinyl records, Sarthak highlights the significant effort required not only to create music but also to delve into its nuances. He expresses frustration that, in the present era, there seems to be no premium placed on knowledge. Recalling his past, he vividly remembers taking a bus to the British Library, borrowing books, and immersing himself in reading about Eric Clapton. He laments the contrast with today’s easy access to information, stating that the effort he invested in acquiring knowledge in the 90s is now condensed into the first line of Clapton’s Wikipedia page. He concludes his episode of Bluntly Streaming with a stern reminder, “Don’t mistake information for knowledge,” before Sumedha concludes the conversation.
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.
