MAM
Indigo Consulting to handle Loop’s social media mandate
MUMBAI: Telecom company Loop Mobile has roped in digital marketing agency Indigo Consulting to handle its social media initiatives.
The mandate includes tapping social media platforms to engage the relevant audience as well as online reputation management for the brand. This is an extension of the agency‘s current website management duties for the telecom service provider.
Indigo Consulting was recently acquired by Publicis Groupe‘s Leo Burnett.
The agency will be responsible for exploiting platforms such as Facebook and Twitter, along with other applications and new technology to help connect the online and offline activities of the brand. The agency‘s focus will be to create online buzz about Loop Mobil‘s positioning as Mumbai‘s Nonstop Network. It will also be involved in managing expectations effectively and build engagement apart from creating buzz on brand.
Indigo Consulting MD Vikas Tandon said, “Social media with its capabilities of creating engagement, conversations and activation allows brands a perfect opportunity to connect with their customers. Keeping this in mind, our social media strategy shall leverage creating a unique brand experience for the Loop Mobile customer or non-user while converging the brand’s online and offline efforts.”
Loop Mobile (India) Limited head – corporate affairs and PR Arif Ali added, “With the growing opportunities that social media provides, we felt the need for an integrated approach for maximizing our digital and mobile communication needs. We have had a great working relationship with Indigo Consulting and we respect their experience in handling leading brands. Thus we welcome them as a strategic partner who with their deep understanding of online consumer behavior, shall help ensure a high level of social and digital interaction, provide creative ideas and strategy to boost the overall brand presence driving our core thought of Mumbai‘s Nonstop Network.”
Indigo Consulting is a full-service interactive marketing and technology agency. Its services include online marketing, website design and development, search engine optimization and social media marketing. Indigo Consulting boasts of clients like Hindustan Unilever, Asian Paints, HDFC Bank, Kolkata Knight Riders, Abu Dhabi Commercial Bank, Thomas Cook, South Australia Tourism Board, Makemytrip and Cathay Pacific.
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.
