MAM
Eggoz appoints Samarth Wadhwa as head of marketing
Mumbai: Eggoz, a Gurgaon-based integrated farmer egg brand has appointed Samarth Wadhwa as the company’s new head of marketing.
Wadhwa carries nine years of experience in marketing, brand management, product promotions, and digital marketing. The company termed the appointment as a strategic move to capitalise on its recent success and the vision to grow. Wadhwa will be responsible for directing the marketing function and defining the short-term and long-term strategies of the brand, it said in a statement.
Eggoz co-founder Abhishek Negi said, “Samarth is an expert in the field of marketing as well as a strategic thinker. He provides a varied set of abilities and a wealth of expertise to help Eggoz expand in India. His enthusiasm and dedication to his work will be invaluable in helping Eggoz shape and develop new opportunities.”
Wadhwa oversaw Brand and Digital Marketing roles at Ford India and Honda Motorcycle & Scooter India before joining EGGOZ. He has completed his bachelor’s degree in Computer Applications from Bharati Vidyapeeth University Institute of Management & Research in New Delhi, as well as an MBA in Marketing and Finance from the same institution.
“It is an honor to be a part of EGGOZ, the first consumer-focused and integrated farmer egg brand in India, and promote their mission of supplying chemical-free eggs fully integrated from farms in every corner of India. I am confident that EGGOZ’s products, services, and strategies will quickly propel it to the top of India’s business landscape,” said Wadhwa.
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.
