MAM
Linc Pen launches TVC created by O&M
MUMBAI: Linc Pen has launched its new ad campaign with the tag line “linc pen lo, kismat badlo”.
Created by Ogilvy & Mather, the philosophy behind this new campaign is to create a brand preference for Linc.
Unlike in the earlier ads where Linc had a more product focus, this campaign focuses on Linc as the brand to watch out for while choosing a pen.
The idea here revolves around the central theme of ‘Koi bhi pen nahin, Linc pen. Linc pen lo, kismat badlo’ (Don’t choose any pen, ask for a Linc pen. Buy Linc pen and turn your destiny around).
O&M ECD Sumanto Chattopadhyay said, “The Linc Pens ads are cautionary tales that warn us, with a dash of wicked humour, to place as much importance on what we write with as we do on what we write.”
Linc GM- marketing Tanmay Chattopadhyay said, “The writing instrument market is low-involvement and highly fragmented. About 80 per cent of the industry’s revenues in India come from pens priced up to Rs 20. Through these ads we want students, employees and others to re-consider which brand of pen they are buying.”
The TV campaign will be supported by an integrated marketing campaign. Apart from outdoors and increased visibility at trade outlets, they will also have on ground promotions, retail activations, sell in schemes apart from social activation through digital platforms.
The company aims to shore up its retail presence in South and West Indian markets through this marketing campaign.
The 45-day campaign will be aired across 12 channels in kids, sports and regional genre. There would be around 2000 spots aired to reach the target customers in the age group of 12-30 years.
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.
