MAM
Hej Mumbai! The Countdown begins…
IKEA (part of the Ingka Group), the world’s leading Swedish home furnishings retailer has installed the iconic IKEA Navigation Tower and the Wordmark at the IKEA store site in Navi Mumbai, Turbhe, Maharashtra.
The 5 lakh+ sq ft IKEA store will inspire people with more than 7000 beautiful, affordable, good quality, sustainable and well-designed home furnishing products along with ideas and inspirations for the home. The store is located on the Thane-Belapur Road, approximately 600 mts from the Turbhe Station.
The free-standing Navigation Tower and IKEA’s distinctive blue and yellow Wordmark are a part of the store site making it a highly visible, visual expression of the IKEA concept. It serves to help customers find the store from a distance. Opening of the Navi Mumbai large format store is a big step. This will further complement existing online services – ecommerce, click & collect and remote planning and is a big step to establishing a total omnichannel presence in Mumbai. IKEA has been present online in Mumbai since 2019.
Peter Betzel, CEO & Chief Sustainability Officer, IKEA India said, “Mumbai is one of our most important markets In India. With the opening of our IKEA store, we will be able to meet many more people in Mumbai and be a part of creating a better everyday life at home. We want to inspire our customers to live sustainably with affordable products and solutions. The IKEA store will provide ideas and inspirations along with good quality, affordable, well-designed and sustainable home furnishing products.”
Per Hornell, Market and Expansion Manager, IKEA India added, “We at IKEA are very excited as we come closer to the opening of our Navi Mumbai store. Currently the whole team is working towards creating an excellent customer experience with all the safe shopping measures in place when we open. Safety and security will remain our highest priority during these unusual times. We are looking forward to extending the ways of meeting the many people of Mumbai, from only online to going multichannel.”
IKEA will announce the opening date in the coming weeks. Customers will be able to shop in IKEA and experience its range with the large store in Navi Mumbai, ecommerce and 2 smaller stores coming up during 2021. IKEA is present online in Hyderabad, Mumbai and Pune with over 35 million+ customers visiting. This is in line with IKEA’s ambition to reach 100 million customers by 2022 in India.
While customers eagerly wait for the store to open, Mumbaikars can continue to shop for their favorite IKEA products online at www.ikea.in
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.
