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ESS targets Rs 1 bn from Champions League Twenty20
MUMBAI: ESPN Star Sports (ESS) has set itself a revenue target of Rs 1 billion from airtime and on-ground advertisers for the Champions League Twenty20 cricket tourney.
Nokia, which replaced Airtel as the title sponsor, will be spending Rs 1 billion over four years, according to market sources. Airtel had stitched a five-year deal for Rs 1.7 billion.
ESS has signed up Toshiba as a sponsor for Rs 70 million, out of which Rs 42.5 million is for airtime commercials on the channel and the rest is for on-ground, sources add.
ESS is looking for two co-presenting and six associate airtime sponsors for the cricket event that takes place from 23 September-9 October. The company also wants to rope in six associate on-ground sponsors.
A company official said on condition of anonymity that ESS had earned a revenue of Rs 900 million from the last edition. He, however, did not give the split between on-air and on-ground revenues.
According to Indiantelevision.com estimates, ESS can earn Rs 550 million from airtime commercials and Rs 350 million from on-ground sponsors.
Madison Media Group CEO Punitha Arumugam said that two factors work in favour of this year‘s event. “It is happening just before the festive season. Also, the timings will be good as it is taking place in India. However, whether it generates the required buzz and talk is something that remains to be seen. Besides, India‘s poor performance against England could have its impact on viewership for the tournament.”
The previous two editions disappointed in TV audience ratings, but ESS has made serious efforts to promote the property. While Amitabh Bachchan was the brand ambassador for the event last year, this time ESS has roped in Shah Rukh Khan.
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.
