MAM
Hawkins Ad spend at Rs.8.67 crore in Q3-2014
BENGALURU: Indian pressure cooker manufacturer Hawkins Cookers Limited (Hawkins) spent Rs 8.67 core towards advertising (ad spend) in Q3-2014. The company discloses its discount numbers (Discount), and so the sum of Ad Exp and Discount has been termed as Advertisement and Sales Promotion (ASP) in this report. (Note : Rs.1 crore = Rs.100 Lakhs = Rs.10 million = Rs.100,00,000).
Hawkins Q3-2014 Ad and ASP numbers are the highest reported by the company in terms of value as well as percentage of Net Total Income from Operations (Op Inc) over seven quarters starting Q1-2013 till Q3-2014. In Q3-2014, the company’s ASP at Rs.17.57 crore was 15.77 per cent of Op Inc while Ad exp was 49.34 per cent of ASP.
Correspondingly, the Discount at 50.66 per cent of ASP was the lowest during the seven quarters. While in value terms, all the three spends show upwards linear trend, in terms of percentage of ASP, Discount shows a decreasing linear trend, while Ad Exp shows an increasing linear trend. Generally over the seven quarters, the company’s Ad Exp percentage of ASP has been bottoming out during every alternate quarter, while its Discount has been peaking in that quarter. The company has been resorting to higher discounting every alternate quarter while reducing Ad Exp in that quarter.
The company’s lowest Ad Spend has been in Q4-2013 at Rs.0.351 crore (2.93 per cent of ASP), while in percentage terms it was in Q2-2013 at 2.83 per cent of ASP (Rs.0.372 crore). Going by the company’s historical figures, Q4-2014 Ad Spend should be low, with the company resorting to higher Discount to grab more financial year end business and profits. Please refer to figures A and B below.
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Hawkins lowest ASP spend in Re value terms has been Rs.8.44 crore (11.21 per cent of Op Inc) in Q1-2014, while the lowest ASP in terms of percentage of Op Inc has been 9.69 per cent (Rs.11.967 crore) in Q4-2013.
Hawkins PAT and ASP have both shown linear upwards trend. Maximum PAT in terms of percentage of Op Inc has been 10.7 per cent in Q2-2014 as well as in terms of Re value at Rs.13.745 cores, while the minimum PAT during the seven quarters has been 6.36 per cent (Rs.5.244 crore) percent of Op Inc in Q1-2013, and the minimum PAT in value terms at Rs.4.891 crore (6.49 per cent of Op Inc) in Q1-2014. Please refer to Figure C below.
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In Q2-2014, Hawkins reported its highest Op Inc over the seven quarters under consideration at Rs.128.46 crore with a 70.59 per cent Q-o-q growth over Q1-2014, the immediate trailing quarter. The sharpest Q-o-q percentage change as drop in Op Inc was in Q1-2014 as compared to Q4-2013, with (-39.05 per cent)and the lowest Op Inc of Rs.75.305 crore. Please refer to Figures D and E below.
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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.
