MAM
Facebook’s heartfelt tribute to power of togetherness in adversity
NEW DELHI: Since the launch of its #MoreTogether campaign in India in March this year, Facebook has been serving beautiful and emotional brand films promoting the power of togetherness. Its latest Diwali campaign, a seven-minute-long film, is another spectacular addition to the series of great creative pieces.
Based on the premise of helping people who lost their jobs in the lockdown and tying it in with the goodwill of a young woman who hires them without taking into account her own problems, the film titled Pooja Didi showcases how coming together for a good cause can spread happiness this festive season.
Conceptualised by Taproot Dentsu, the film takes you to a small town — possibly set in Punjab as the language of the characters and the soulful background track suggests — and portrays the heartwarming tale of a young girl who hires several unemployed people in her milk dairy, despite the reluctance shown by her younger brother. She even sells her car to pay their salaries. Just when one of the employees understands her sacrifices they give her a beautiful gift using the power of Facebook and the connections it helps create.
The film has been directed by national award-winning filmmaker Amit Sharma and seamlessly merges the role of Facebook and looks like a fine piece of craft. The whole concept is illustrated by great cinematography, a beautiful background score, and apt casting.
Taproot Dentsu senior creative director Neeraj Kanitkar said in a press statement that the film, created in time for Diwali, captures the essence of coming together and selflessly going the extra mile to be there for others. “The film is both inspired by and is a tribute to all those who’ve harnessed the power of Facebook to amplify the good that’s within us all for the greater good. Affirming the Indian truism that prosperity too grows only when shared with others. We knew we had something potentially special when people were tearing up during the script narrations. Amit Sharma, of course, took the script to a whole new level. Over the four days of the shoot in Amritsar, he sprinkled his magic dust on all aspects of the story, adding delightful dimensions and textures to the story, the characters and the performances.”
The social media giant had earlier posted several films to commemorate the IPL and festive season in the country.
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.
