MAM
IPL semis notch up 5.4 TVR
MUMBAI: The viewership for the fifth edition of Indian Premier League has gone a notch up due to two qualifiers and the lone eliminator match that have recorded average viewership of 5.4 TVR, according to TAM data sourced by Indiantelevision.com for CS4+ TG (All India).
The closing stages of the tournament have seen ratings improve to 3.36 TVR for 73 matches, compared to 3.27 TVR for 68 matches.
However, the ratings are marginally lower compared to 3.51 TVR the event had garnered last year for the same number of matches.
The cumulative reach for the tournament is 161 million compared to 162 million last year, as per data provided by TAM.
Media buyers had expected the viewership to pick up during the closing stages of the event due to which the spot rates for the matches also went up to Rs 800,000-1 million per 10 second spot compared to the Rs 450,000 during the league stage of the matches.
Group M ESP Managing Partner Hiren Pandit noted that the IPL has delivered ratings on par with last year.
“The IPL ratings are pretty good on a standalone basis. If you look at the matches this year almost all of them had packed houses which to my mind is a key performance indicator. Also we should look at the ratings as a broad indication of viewing,” he averred.
Another media buyer on condition of anonymity said that the ratings are healthy even though it is not comparable to previous editions. “The expectation from the IPL was not that high but still the ratings are healthy considering the negativity surrounding the tournament when it began. The ratings however are not that good when compared to previous editions,” he added.
Meanwhile, MEC COO South Asia Shubha George said that while its predictions for the IPL‘s performance have been on the mark, there have been some learnings this year.
“The new understanding we have from our analysis is that time and day of the match has the highest influence on TV viewership ratings. Spikes for favourite teams, while existent, do not have a profound influence as estimated,” George said.
The agency had estimated that the average ratings for season 5 of the IPL will be 3.8 TVR for CS 15+ SEC ABC using General Linear Model.
The team ratings for five out of nine teams including Deccan Chargers, Delhi Daredevils, Kolkata Knight Riders, Kings XI Punjab and Rajasthan Royals are within 10 per cent of MEC’s estimate, George added.
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.
