MAM
Hyundai to spend Rs 2 bn over 5 years on cricket ads
NEW DELHI: Hyundai expects to spend around Rs 2 billion over the next five years on promoting cricket, which works out to around 25 to 30 per cent of its total ad spend.
Hyundai Motor India general manager for advertising G Sanjay told indiantelevision.com that around 70 per cent of this would go into television and rest into print, online and other advertising. He also said his company promoted only cricket among sports as Indians were passionate about this game.
Sanjay said Hyundai had worked out several ways to market the ICC Cricket World Cup including merchandising and free offers. People taking test drives on the Hyundai i10 would be eligible to two tickets, and those buying a car will get the tickets and other merchandise including a cricket set and T-shirts. There will also be lucky draw for those purchasing tickets.
Speaking on the sidelines of a meet where Hyundai announced its tie-up with ICC Cricket World Cup as the official car partner for five years till 2015, he said one decked-up car in the three metros of Delhi, Mumbai and Chennai will go around the city from 10 to 16 February with two white cricket balls on top to promote the Cup. These balls will then be flown to Dhaka prior to the opening match. Each car has been specially painted with all the National colours of the participating teams and emblem of the Cup.
He said the special Hyundai ICC Cricket anthem rendered by Shaan on the theme ‘We’re Game’ and released today will be part of the television advertising.
He said in reply to a question that ten brands were involved in the ground advertising. These included Hyundai, LG, Hero Honda, Reliance, Pepsi, Castrol, Reebok, Yahoo and Moneygram. The two on air sponsors were Nokia and Sony with six associate sponsors that included LG and Hero Honda.
He said Hyundai had still not decided its programme with regard to the Indian Premier League. The ICC was an India-led phenomenon while IPL was more domestic.
He said Hyundai preferred to promote its products through business and news channels rather than general entertainment channels.
Addressing the press meet earlier, Marketing and Sales Director Arvind Saksena said the amount to be spent on cricket year to year could vary and would be decided at the time of the event.
This also depended on the format – one-dayers, T-20 etc. Women’s World Cup, and the number of teams playing each year.
Hyundai will also set up Hyundai Fan Parks with large TV sets where customers could gather to see the matches, enjoy refreshments and win tickets.
The press meet was also addressed by Hyundai MD and CEO H W Park, and International Cricket Council chief executive Haroon Lorgat.
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.
