MAM
ET gets the audiences to Always Thinking Markets
MUMBAI: Times Television Network‘s 24-hour English business news channel ET Now has launched a new campaign, Always Thinking Markets, across different media including television, print and outdoor.
The campaign is based on the insight that those investing in the stock market are consumed by that at all times. Even in the most unexpected situations they will find a link between the situation and their earning potential.
Using humour to illustrate the concept, the campaign shows that even in the most natural situations the trader‘s point of view is different and there is always a twist in the way he approaches the situation.
Instances like a birth in the family, a wedding and a full house at movie shows where the point of view of a trader is in complete contrast to the expected reaction are used.
Always Thinking Markets reinforces ET Now‘s market orientation and establishes the positioning that whenever you are oriented towards taking trading decisions tune into a channel that thinks likewise.
Besides this ET Now also been active in digital with banners on relevant portals and a special application which is linked to a contest that is being hosted on Facebook, the channel said.
They have also engaged with some of the key partners at their offices whether it is media houses or brokerage firms.
A ‘Photo-Op Contest‘ has also been planned across media agencies where each participant poses in the most whacky way with the Always Thinking Markets speech blurb and most unusual pose and expression gets to win the grand prize. For brokerage houses a special ‘Graffiti Wall Contest‘ has been created where employees are to write thoughts / one-liners / trivia / draw caricatures around the theme of ‘Always Thinking Markets‘ on a wall.
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.
