MAM
Jos Alukkas unveils Akshaya Tritiya jewellery offers
Pay 10 per cent now with gold rate protection, 50 per cent off making charges and Rs 100 cashback per gram on 19-20 April 2026.
MUMBAI: Jos Alukkas has struck pure gold this Akshaya Tritiya and it’s giving customers every reason to shine brighter on 19 and 20 April 2026. The trusted jewellery brand has rolled out an attractive basket of festive offers that blend tradition with smart value. Customers can book their favourite pieces by paying just 10 per cent upfront and enjoy full gold rate protection. There’s a flat 50 per cent discount on making charges across selected gold, diamond and platinum jewellery, plus an exclusive flat 30 per cent off the diamond value on all collections.
Sweetening the deal further, every purchase of 10 grams of gold jewellery comes with a free gold coin, while diamond buyers receive a free gold coin per carat. Old 22kt gold can be exchanged with zero loss, and those buying gold jewellery will also earn Rs 100 cashback per gram redeemable between 19 April and 3 May (not applicable on gold coins, bars or silver).
The offers cater to both timeless classics and the rising demand for lightweight, contemporary designs across gold, platinum and diamond collections.
Jos Alukkas managing director Paul Alukkas said, “Akshaya Tritiya is a significant and celebratory occasion for us at Jos Alukkas, just as it is for our customers. This year we are presenting an exquisite and diverse range of jewellery across categories, offering something for every preference. Our specially curated festive offers reflect our commitment to blending tradition with evolving consumer preferences, making this occasion truly memorable.”
In a season when new beginnings and prosperity take centre stage, Jos Alukkas has turned Akshaya Tritiya into a genuine golden window. Whether you’re starting a new chapter or simply upgrading your sparkle, the brand has made sure the shine comes with serious savings and a few free coins for good measure.
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.
