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Lemon loses Cadbury biz; Cadbury to reallocate ‘Delight’ & ‘Temptation’
MUMBAI: Lemon has lost the creative account of Cadbury’s ‘Delight’ and ‘Temptations’ brands.
O&M, which handles a chunk of Cadbury’s business, will look after ‘Delight’ for an interim period. Cadbury is in search of an agency to handle both the brands.
Speaking to Indiantelevision.com, O&M executive director Nishi Suri clarified,”We will be handling ‘Delight’ as a stopgap arrangement, till they decide on the next agency.”
Confirms Cadbury India head of marketing, Sanjay Purohit, “The brands have moved out of Lemon. While we have asked O&M to handle ‘Delight’ for the time being, ‘Temptations’ currently has not been assigned to any agency.”
O&M presently handles Cadbury Dairy Milk, Bournvita, Cocoa, Perk, Five Star and Gems. Other brands Cadbury Celebrations, Chocobix, Chocki and Eclairs are handled by Contract.
Coincidentally, Cadbury shifted its account to Lemon when Ravi Deshpande took over as CEO of the Euro-RSCG’s second agency. The Cadbury ‘Delight’ and ‘Temptations’ brands were Lemon’s first clients three and a half years ago. Recently Deshpanda moved to Contract as chief creative officer and took the whole Cadbury team at Lemon along with him.
Sources close to the company indicate that, with Deshpande joining Contract as cheif creative officer, both these accounts might finally move into Contract’s kitty. O&M has been handling ‘Delight’ with the pre-condition from the client that eventually the account will move out.
The approximate size of billing for both these brands has been pegged at Rs 30 million.
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.
