MAM
Jyoti Malladi appointed head of Ipsos ASI India business
MUMBAI: Jyoti Malladi has been appointed as executive director and head of Ipsos ASI India business with effect from 3 November 2014. She will be based out of Ipsos Mumbai office and will report to Ipsos Research managing director Amit Adarkar.
Malladi, who has more than 15 years of experience in market research, will take over from Shubhranshu Das who moves to head Ipsos MarketQuest India business.
“Ipsos ASI business in India has done remarkably well under Shubhranshu’s leadership. I am sure with his expertise and business acumen, Shubhranshu will help us take Ipsos MarketQuest business to greater heights,” said Adarkar.
Malladi joins Ipsos from Millward Brown where she was working as client services director. She has previously worked with Etisalat DB Telecom, TNS India, IMRB International, NFO-MBL India and B. E. Billimoria & Co.
“Ipsos ASI offers marketers state-of-the-art advertising research, using measures predictive of in-market performance across the various stages of advertising development and implementation. With Jyoti’s extensive experience in brand and communication research, I am sure she will help us grow the Ipsos ASI business in India manifold,” said Adarkar.
“I am delighted to join Ipsos ASI India business which is the largest provider of advertising pre-testing, advertising tracking and brand equity evaluation services in the world. Ipsos ASI offers a full range of advertising research solutions to help clients make the best decisions at all stages of the advertising development process, and to maximize the return on their advertising investment,” said Malladi.
She addes, “Our commitment is to provide superior insights to advertisers to help in the development, evaluation, and improvement of their advertising efforts and to help clients build stronger brands.”
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.
