MAM
How brands are looking at live sports in pandemic times
KOLKATA: The pandemic has brought live sports to a standstill across the world for a brief period. Despite the re-start of major sporting events, most tournaments continued to be played in empty stadiums.
The broadcasters relied on the use of augmented reality, virtual reality to sustain the viewer’s attention. But, the tectonic shift in the way a game is being played impacted big brands along with franchises, players, athletes, federations who depend on sports for better reach and higher recall. Many had to tweak their advertising strategies to adapt to the changing times.
Amid all this, came the 14th edition of the Indian Premier League (IPL). One of the biggest sporting extravaganzas returned to the home-country after more than a year. But, as the game was beginning to catch momentum, the ferocious second wave of the pandemic compelled the Board of Cricket Control in India (BCCI) to suspend it mid-way, leaving the advertisers in a quandary.
In India, larger spends on sports revolve around Cricket given the fandom of the game across the country. After an unusual year, the entire industry was looking forward to 2021 with big-ticket tournaments in pipeline. But with the IPL 2021 suspended indefinitely, the eyes are now on the upcoming tournaments in the sports calendar.
At this critical juncture, Indiantelevision.com is organising a virtual panel discussion to deliberate on ‘Brands and live sports in the pandemic times’ on 21 May (Friday) at 3 pm. The roundtable is part of the Television Boardroom series.
The esteemed panel includes speakers from brands and advertising agencies: Havas Media Group India CEO Mohit Joshi, DDB Mudra Group Integrated Media country head, managing partner Rajmohan Sundaram, upGrad India CEO, Arjun Mohan and Mobile Premier League (MPL) corporate development, investors relation SVP Joe Wadakethalakal. The panel discussion will be moderated by Indiantelevision.com founder, CEO & editor-in-chief Anil Wanvari.
The virtual session will begin at 3:00 pm on Friday and will be live-streamed on YouTube, Facebook, and Twitter.
Join us for an insightful discussion!
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.
