MAM
Group M, Tagit enter into strategic alliance
MUMBAI: Following the recent announcement on mobile solutions company Tagit’s launch of its imaging technology exclusively with Nokia camera-phones in the Indian market, comes the agreement between Group M and Tagit to form a strategic alliance.
The alliance will provide Tagit a foothold in the exploding Indian market, where advertising revenues are growing at over 20 per cent per annum. For Group M, it signals a commitment to introduce Tagit’s interactive platform for direct marketing on mobile phones to brands in India.
With innovative mobile technologies becoming the focal point for creative concepts as part of integrated marketing solution for brands, Group M and Tagit aim to tap into the potential mobile marketing offers.
Tagit’s unique technology enables mobile phone users to interact with brands in any media channel. By simply “tagging” a brand’s advertisement with digitized 2D bar codes in newspapers, TV or billboards, Tagit will enable anyone to pull any content onto a multi-media phone, states an official release.
Ashutosh Srivastava, CEO of Group M South Asia, said, “This strategic alliance adds an exciting dimension to our group agencies’ ability to offer their clients innovative mobile solutions. This will greatly enhance the effectiveness of direct marketing to consumer brands, especially the ones focused on the youth market.”
Said Shankar Narayanan, founder and president of Singapore-headquartered Tagit, “The mobile phone has evolved into a dynamic infotainment machine in the hands of consumers and Tagit’s proprietary technology is the perfect answer for today’s highly demanding consumers who expect instant gratification anytime, anywhere.”
Whilst Tagit’s primary role is to provide technology implementation and technical support, GroupM’s agencies will actively promote the concept to brand owners to adopt mobile marketing as part of their integrated marketing campaign.
The first such brand campaign using Tagit is slated to be launched soon. A multi-pronged strategy involving leading names in mobile service and media will herald the kick-start of this exciting new technology, the two companies have said.
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.
