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Group M’s mOne expands service offering, launches mSearch
MUMBAI: Group M’s mOne, which caters to the Internet, mobile and digital media space has added Search Engine Marketing (SEM) to it’s service bouquet by launching mSearch.
mOne has already signed up a few clients from the auto, travel, media, banking and software segment like ICICI Bank, TV Today Network, Ford Motors, DirecTV, Oberoi Group of Hotels and the Department of Tourism.
The agency’s team has been trained by search experts from UK and US markets, and mOne India will be deploying high-end search marketing tools and software to provide better return on investment (ROI) to its clients. The India team also works as back office for SEM related work from UK and some of the Europe markets.
mOne with it’s global SEM brand mSearch has build up search expertise in more than 20 markets and capable to manage double-byte markets. mSearch works closely with Google, Overture, eSpotting, Yahoo search marketing and other PPC (panel personal computer) network.
This enables the agency to offer account management on a local or centralised basis according to clients’ requirements. Under it’s SEM portfolio, mOne will provide following services to the clients:
Research and build targeted keyword lists for all search engines in multiple languages,
Write and review advertising copy to attract the most targeted and relevant user’s customers,
Manage bidding process for search term on each engine,
Manage and review bids constantly to ensure they are at the optimum level,
Perform comprehensive ROI modeling and analysis to ascertain what the cost per click one can afford to pay, and
Provide ongoing reporting.
Search is significant part of online advertising spends in evolved market like Europe and US. As per the Interactive Advertising Bureau (IAB) report 40 per cent of the online spend in US was on search in 2004.
mOne India has more than 30 clients in online and mobile marketing space.
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.
