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Hungama Digital Services to manage SunRisers’ digital activities
MUMBAI: Hungama Digital Services (HDS) will be working on the complete online and social media content for SunRisers, an IPL team owned by Sun Group.
Incidentally, JWT, which won the creative duties of the new team, earlier this year acquired HDS and works with them to offer digital marketing and social media solutions to its clients.
Sun Group, the owner of the Hyderabad IPL franchisee, unveiled the name and logo of its Hyderabad IPL team, designed and conceptualized by JWT. The Sun Group named its IPL team, ‘SunRisers‘ symbolizing birth of a new life.
JWT India has designed the Hyderbad team‘s logo, team identity and will be working on the entire 360 communication for Team SunRisers. The jersey launch will be closer to the IPL season.
JWT Chennai VP and general manager M L Raghavan said, “The brief to the agency was simple. ‘The name and logo of the team is being revealed on the 20th at Hyderabad. How best can you bring this alive?‘ Senthil and his team came up with the wonderful idea of using silhouettes to bring alive the power of the sun and the soaring eagle. Once the idea was cracked, the film was completed in a record four days along with digital initiatives like getting the website up and running, creating the Facebook page and a Twitter account.”
According to the agency, the ‘SunRisers‘ logo depicts an eagle soaring high, looking into the core of a rising sun, absorbing the colors of the bright star to become ‘one with the sun‘. “The new identity encapsulates the valor, chivalry, endurance, independence and fearlessness of the eagle synthesising with energy and radiance obtained from sun,” the agency said.
Sharing his thoughts on the conceptualisation and execution of ‘chanthem‘, the first brand film for SunRisers JWT India NCD Senthil Kumar, said: “The chanthem, is a visual idea amplified by a rocking chant created by Swarathma The Band. “Shooting in the morning magic light hours only i.e. shoot only when the sun is rising between 5am and 7am for a few days until we got the right shots but since time was limited we captured a combination of natural light and studio light and put this film together with some intense post production. It was a step up moment for the production team as well.”
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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.
