MAM
Farhad Khan appointed as CTO at DataTrained
Mumbai: Edtech startup DataTrained has announced the appointment of Farhad Khan as CTO.
In his new role, Khan will aim to enable DataTrained to provide the best learning experience to help students seamlessly go through their learning journey, the edtech company said in a statement.
Khan holds a bachelor’s degree in computer science and has been working in the tech world for eight years while achieving familiarity with several programming languages. Being a technology enthusiast, he is always on the lookout for a better solution to push forward the company’s growth.
On his work and thoughts on his new role at DataTrained, Khan said, “I use tech to solve business problems. Right now, I am focused on revolutionising education in India.”
He further added, “I am very intrigued with DataTrained’s mission to charge up youth with new generation skills required by the rapidly changing industry requirements. Specialised courses offered at DataTrained are very carefully designed and are equipped with adequate skill sets with help in bridging the gap between the freshers’ skillsets and the demand of the industry. As CTO, I aim to enable DataTrained to provide the best learning experience to help students seamlessly go through their learning journey.”
Previously, Khan has been a serial entrepreneur where his first venture was an information technology and outsourcing company which he started with an aim to enable Indian businesses with technology and expand online.
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.
