MAM
Electrolux’s customer interactive programme
NEW DELHI: This is another innovation done by an FMCG in oder to understand the future customers’ needs and preferences. Electrolux Kelvinator Limited (EKL), a subsidiary of the Electrolux Group has recognised and awarded the imaginative power of Delhi school children who participated in Dream Machine 2020. This was a nationwide customer interactive and insight recognition programme.
An official release informs that the company launched ‘Dream Machine 2020’ to comprehend the current and the future customers’ present and latent needs and desires, and increase the customer involvement in the company’s new product development strategy. The objective of the month long programme was to bring in a fresh dimension to the existing new product development process. With this, the company hopes to delight its customers by producing products they most desire, adds the release.
Dream Machine 2020 was a nationwide integrated marketing programme that involved over 4000 school students from 40 schools of New Delhi. They wrote a 250 word essay on topics like: My Dream Refrigerator, My Dream Air Conditioner. The jury comprised of The Indian Express’ deputy editor Coomi Kapoor, Joint Police commissioner Amod Kanth and pop star Shibani Kashyap.
The students visualised the existing products in the year 2020, in terms of their looks, aesthetics, features, colour, shape, size, functionality. The first prize winner Dhruv Anand from Heritage School, Vasant Kunj, who won Rs 10, 000 and a personal computer, wants his dream fridge to have a computer, manage groceries on its own. In addition it should be more spacious and have a water dispenser. Another winner wants his dream microwave to be remote controlled. With the loading of raw material and a single press of button one should be able to savour cuisines of different countries.
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.
