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Indians prefer trendy features like AI camera while purchasing budget smartphone – itel survey
MUMBAI- AI camera remains to be the key aspect driving the purchasing decision of consumers buying budget smartphones, reveals the “Trend Survey by itel – What India Thinks About Smartphones” report. Thirty three per cent of consumers will consider this aspect, it highlighted. Other top features include drop notch display at 25 per cent followed by fingerprint sensor at 22 per cent.
The detailed study was done to understand and analyse consumer trends and preferences when it comes to smartphone usage in association with a credible national third party, reveals the no. 1 Smartphone brand in sub 5K segment in the offline channel from TRANSSION India.
The survey report also concludes an insightful preference for local language consumption. The probability of consuming content in one’s native language came out to be quite high. As per the report, 64 per cent of the respondents prefer to consume content in their local language.
The study evaluates and reports various dimensions of smartphone usage, consumer preferences in terms of features, favourite apps highlighting the key trends, favourability and significant consumption patterns across gender, age groups, regions and more. The survey highlighted a unique content consumption pattern on smartphones. The study mentioned 50 per cent of Indian smartphone users watched movies followed by 24 per cent on news. The vast majority of Indian youth around 88 per cent till the age of 24 watch movies exclusively on their smartphones.
In a country like India, where there are 450 million smartphone users, the significance of smartphone usage depends upon what value the smartphone provides in terms of features, the latest technology and most importantly the affordability factor. From content likability point of view, 56 per cent audience states that news gets them maximum traction on social media followed by 20 per cent around selfie posts, 14 per cent on travel and food at 10 per cent. From showcasing the trends to the depth of addiction, the survey tries to understand the behavioral patterns of smartphone usage.
The survey is conducted online across 4000 respondents in 13 states. The report cuts across age-groups and demographics: youth, regions, working sector, etc.
According to TRANSSION India CEO Arijeet Talapatra, “Smartphones remain at the centre of our lives be it in terms of consuming content and videos, exploring information, connecting with peers and friends or surfing social media platforms. As a brand that believes in providing trendy technology with A-class features at a budget-friendly price point, we commissioned this consumer trends survey to get relevant insights concerning the consumer patterns, choice and preferences when it comes smartphone usage. This study helped us understand that how quickly consumers are adopting advanced and innovative technology, hence it will further help us create and provide such technologically equipped and customised offering that will be loved by our customers.”
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.
