MAM
HUL most prolific advertiser in week 32: BARC
Mumbai: The top-ten advertisers list for BARC week 32 (7 August to 13 August) was led by Hindustan Unilever Ltd (HUL) with ad volume of 4445.94 (‘000 secs). The FMCG giant’s last week’s score was 5487.39 (‘000 secs).
Reckitt Benckiser (India) Ltd maintained its hold at the second position. The consumer goods company, unlike HUL, saw an increased ad volume of 3939.47 in week 32 compared to 3213.56 in week 31.
Rest of the list was dominated by other FMCG players, namely, Cadburys India Ltd, Reliance Retail Ltd, Brooke Bond Lipton India Ltd, Godrej Consumer Products Ltd, Procter & Gamble, ITC Ltd, and Colgate Palmolive India Ltd, in that order, with the only exception being Asian Paints Ltd – at the seventh place.
Leading the top ten brands tally across genres were RB’s Dettol and Dettol toilet soaps with ad volume of 795.76 and 574.43 respectively.
Horlicks, Vimal Elaichi Pan Masala, Lizol, Asian Paints Royale Glitz, Jiomart, Veet Cold Wax Strip, Harpic Bathroom Cleaner, and Clinic Plus Shampoo followed.
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.
