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IPL knocks out 51 Hindi GEC GRPs
MUMBAI: The IPL fever is gripping viewers of Hindi general entertainment channels. The GECs collectively lost 51 GRPs (gross rating points) in the week ended 14 April, indicating that the weakened T20 league is still having a lot of steam left.
As per TAM data for the Hindi speaking markets (C&S, 4+), during the second week of IPL the top four GECs shed 47 GRPs, with Zee TV leading the pack with a loss of 19 GRPs.
In fact, Zee TV and Colors fell below the 200 GRP mark after a long time.
The order of the GECs, however, remained unchanged. Star Plus continued to lead the lot despite losing 9 GRPs. The channel closed the week with 262 GRPs, down from 271 in the previous week.
Sony Entertainment Television (Set) and Zee TV, which came strikingly close last week, saw the gap widening as Set lost 6 GRPs while Zee TV lost 19.
Set ended the week with 205 GRPs in the kitty, while Zee slumped to 192 GRPs. Colors at fourth place lost 13 GRPs to clock 190 GRPs in the week under review.
Sab, the second GEC from the Sony stable, lost 3 GRPs to end the week with 122 GRPs (from last week 125).
Star India‘s second channel Life OK was the only channel which saw a gain of 5 GRPs. The channel closed the week with 85 GRPs.
Imagine TV, which ceased operations on 12 April and started running repeats, registered 57 GRPs, down from 64 in the previous week.
Sahara One remained at the bottom of the heap with 46 GRPs.
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IPL 5 ratings soften, 16 matches notch up 3.65 TVR
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.
