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Floriana Group is Rajasthan Royals team sponsor
MUMBAI: Indian Premier League (IPL) franchise Rajasthan Royals today launched their team‘s new jersey and welcomed Floriana Group as team sponsor and HDFC Life as the principal associate team sponsor for IPL4.
Rajasthan Royals CMO Raghu Iyer said that the deal with Floriana is for one year, with an option to renew.
With this, the franchise takes the number of sponsors and partners to 17.
As had been reported earlier by Indiantelevision.com, the franchise is targetting revenue growth of 25 per cent.
Designed by Puma, which is the franchises‘ official kitting partner, this year‘s jersey is the lightest among the ones used in all the past three IPL seasons. Made with Polyester and lightweight mesh back, the jerseys are made to give high breathability in soaring temperatures. With uniquely styled names and numbers inscribed in Dazzel gold, the royal blue jerseys have cut and sew panels with Dazzel inserts.
“We are proud that a company (Floriana) that has not been present in this sport, has chosen us as a platform.” Kundra said, “We are eagerly looking forward to the season ahead and would like to welcome Floriana Group and HDFC life on board with us.”
Shilpa Shetty Kundra, a co-owner of the franchise, unveiled the jersey and presented it to the sponsors Floriana chairman Sanjay Jain and HDFC life executive VP and marketing head and direct sales Sanjay Tripathi.
Tripathi said, “The fact that we are joining hands with Rajasthan Royals for the third consecutive year provides enough evidence of our trust in the franchise. This year we will be seen in our new logo on the back of every RR player. Our association with Rajasthan Royals is aimed at bringing to the fore our common values – self respect or living life with head held high.”
Rajasthan Royals will play their first IPL match on 9 April in Hyderabad and the first home game in Jaipur on 12 April against Delhi Daredevils.
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.
