MAM
Kareena Kapoor continues to inspire consumers to increase their “Pyaas” with Limca
MUMBAI: Limca has launched its new summer campaign with brand ambassador Kareena Kapoor who urges consumers to strive for bigger and better things in life, in the new communication that takes forward the idea of ‘Pyaas Badhao‘.
Through this communication, Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner.
In this campaign, Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances.
Coca-Cola India vice president – Marketing Anupama Ahluwalia said, “This year‘s communication takes the idea “Pyaas Badhao” further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with Brand Limca. The messaging is simple – it motivates people to dream for more and put in the effort to realize their aspirations. Our focus is to stimulate the “go-getter” spirit in one and all. People should be encouraged by the TVC to “Pyaas Badhao”, which is aspire for more and work towards realising their dreams”
The communication campaign has been conceptualised by Leo Burnett led by executive creative director Nitesh Tiwari.The campaign has been directed by Sainath Choudhary and produced by Vishnu Purple Films.
In-addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.
Tiwari said, “This is a new round of communication based on the ‘Pyaas Badhao‘ (aspire for more) ideology and we are very excited about it. The ad extends Kareena‘s role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them.”
The film opens on Kapoor sitting with a guy on a bench in a college. She notices a beautiful girl passing by and the guy looking lovingly at her. She teases the guy about his untold love for the girl, and the guy shyly brushes the feeling off. Kapoor then paints a picture in front of him and we get into a dream sequence. She is a part of the dream sequence along with the guy. The dream sequence shows a cunning looking guy whisking away the girl of the protagonist‘s dream. Then Kapoor motivates the guy and tells him, “Tum na thodi pyaas badhao…warna teri maina, koi kauwa uda le jaayega”, and offers him a bottle of Limca. The guy, after having consumed Limca, experiences a wave of freshness and is motivated to pursue the girl of his dreams.
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.
