MAM
Hindustan Times forges classified ads alliance with Mid Day
MUMBAI: The Delhi-based Hindustan Times, part of the KK Birla group group and managed by Shobhana Bharatiya (one of the few woman CEOs and probably the youngest running a leading publication), is creating its on-ground alliances in place before launching in the commercial capital of the country. The Hindustan Times and Mumbai’s leading tabloid newspaper Mid Day have announced an alliance for classified advertisements.
Formally announcing this launch at Taj Land’s End Mumbai were top executives from the two publications: The Hindustan Times group vice president (VP) Suresh Balakrishnan and assistant VP Rohit Adya; Mid Day Multimedia newsgroup COO Bikash Bannerjee and general manager Yunus Siddiqui.
While speaking to the indiantelevision.com team Mid Day Multimedia Newsmedia COO Bikash Bannerjee said, “Mid Day is the market leader in the classified segment in Mumbai and this alliances with the Hindustan Times should help us consolidate our position. The two publications have a lot in common and are compatible.”
While addressing a select group of Mid Day’s top classified agency representatives, The Hindustan Times group VP Suresh Balakrishnan (earlier with Lowe Initiative Media) said, “With this alliance, it almost seems as if The Hindustan Times is getting married into the Mid Day family. The Hindustan Times, the largest selling single edition English newspaper, has a classified ad volume average of 45 pages a week; 2,000 ads a month; and 300,000 ads every year. In fact, on Sundays, we carry nearly 22 pages of matrimonial ads — this is surely a record!”
Mid Day Multimedia general manager Yunus Siddiqui sought the support of Mid Day’s top performing classified agencies in making this new alliance a great success. He also mentioned that there was sharp increase in volume of Mid Day classifieds for the first quarter of 2003. The combined rate of The Hindustan Times and Mid Day classied package starts at Rs 875 for 30-word ad and Rs 600 per cc for display.
When asked about the impending launch of The Hindustan Times in Mumbai, Balakrishnan mentioned that the date hasn’t been finalised. Industry sources, however, say that the publication is making elaborate and exhaustive preparations to gear up for mid-late 2004 Mumbai launch. Meanwhile, it would be interesting to see how the lady of Boribunder reacts to all these initiatives!
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.
