MAM
Let’s come together and change ‘Jao Khelne’ to #ChaloKhelne
MUMBAI: Aditya Birla Health Insurance Co. Limited (ABHICL), the Health Insurance arm of Aditya Birla Capital Limited, a significant non-bank financial services, launches a unique campaign – #ChaloKhelne starting this Children’s Day (Nov 14, 2018) to reinforce its belief in empowering people and their families to live a healthy lifestyle.
In this digitized era, children are becoming increasingly dependent on their mobile and tabs and the joy of outdoor sports is diminishing at a rapid pace. This in turn is also affecting our children’s health making them inactive. The power to change this situation is in hands of the parents as the kids are likely to emulate what their parents do.
With this insight, we are urging parents to take the first step and motivate their children to opt for outdoors sports and join them to play a game they love and kick start the #ChaloKhelne movement. As it is a known fact that healthy habits start at home and children follow in the footsteps of their parents. More often than not, parents are their first role models.
Mr. Mayank Bathwal, CEO, ABHICL said, “Nowadays, the new age generation children are spending more time on electronic devices which keeps them indoor most of the time. Whereas, our childhood was dominated by outdoor playtime with soil under the sun. With #ChaloKhelne we want families to encourage children to play various outdoor activities and make it a part of their daily routine. It is Aditya Birla Health Insurance’s endeavor to promote an active healthy lifestyle and nurture life skills from an early age to lead a successful life and to make it a real movement.”
“In today’s era we live a sedentary lifestyle which increases our chances of suffering from innumerous lifestyle diseases. We are launching the #ChaloKhelne campaign to reinforce the philosophy of adapting healthy lifestyle. With the #ChaloKhelne movement, we are also hoping to create an active generation that takes health seriously.” said Mr. Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital.
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.
