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India entry into Super Sixes sees MAX jack up cricket spot rates
MUMBAI: Welcome to the party but be ready to pay some serious money for the pleasure. That’s what Sony Entertainment Television is telling advertisers who want to hop on to the Indian team’s victory band wagon as the cricket World Cup 2003 gets ready to kick off the Super Sixes.
Though SET ad sales head Rohit Gupta is not throwing around any numbers, neither does he see a figure of $50,000 (Rs 2,382,500 at today’s exchange rate of Rs 47.65 to the dollar) for a 30-second spot as being outrageously prohibitive.
Gupta points out that there is not that much ad inventory left to sell in the first place. Between 10 to 12 spots (30-seconders) is all that SET has on offer per match for the 12 matches from the Super Sixes up to the final. That is a total of 300 to 400 seconds per match, says Gupta.
And for those who think that they can pick and choose the matches on which to put their advertising, that will not be possible. Spot buy packages for all 12 games is what Gupta expects advertisers to sign on to. Because there is limited inventory and considering that advertisers will have to take a a full 12-game package if they want to advertise, Gupta is expecting that three to four advertisers will complete the list.
Queried as to how he expected to get the kind of rates that are being bandied about, Gupta draws comparisons with Balaji’s top soap Kyunki Saas Bhi Kabhi Bahu Thi, which at its peak was commanding Rs 500,000 per ten second slot on Star Plus. If a half-hour show could extract those rates then the cricket, which according to Gupta was expected to garner TVRs above 20, were worth the cost in terms of deliveries, he said.
The good showing of the Indian team is certainly proving a boon in more ways than one.
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.
