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Introducing PLAY – Making Advanced Technology Accessible to New Age India
MUMBAI: PLAY, a Delhi based startup is entering the wearable and audio technology market in India. PLAY aims to make advanced technology accessible to new-age consumers and passionate enthusiasts who use tech to achieve their desired experiences.
PLAY is on a mission to make technology a ‘delight’, with simplified offerings that enrich a consumer’s daily experiences – making them better and fantastic. A delightful device experience will be central to the brand offering.
To begin with, PLAY will introduce two new product lines in the market – PLAYFIT and PLAYGO. PLAYFIT will offer a range of best-in-class smartwatch(es) and smart band(s), while PLAYGO will introduce next-gen wireless neckband(s) and headphone(s). PLAY is all set to debut at the two biggest online festivals in India – The Amazon Great Indian Festival (28/29th September – 4th October 2019) and Flipkart Big Billion Day (29th September – 4th October 2019).
Commenting on the launch, Sandeep Banga, Founder and CEO, PLAY, said, “As the world evolves, technology is no longer the domain of technical experts but, enthusiasts and everyday consumers. At PLAY, our aim is to bring down those walls and let the consumer experience technology albeit, in the simplistic realms of their own comfort. This is an exciting moment for us as we venture into the connected wearable and audio technology segment in India. As India gradually awakens to a new dawn of a modern digital economy, it offers immense growth potential. We plan to be a part of this digital revolution with singular and unified customer experiences.”
PLAY would strive to establish a consumer community with a sense of ownership and belongingness through shared experiences. An omnichannel brand, PLAY will begin with an online marketplace(s), to be combined later with a robust offline infrastructure and distribution model. The immediate target is to be available in approximately 100K Pin codes in India by this calendar year. Brand experience zones will be created Pan India, including – Delhi, Mumbai, Bangalore, Chennai, Kolkata and Hyderabad as value integration with key retail partners.
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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.
