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Luminox Watches signs India’s top motorcycle rallyist and Dakar Rally entrant Ashish Raorane as India Brand Ambassador
National: Luminox, the iconic adventure sports watch brand from Switzerland, announces Ashish Raorane, professional motorcycle rally rider as their India brand ambassador.
Luminox, present in over 70 countries, has always focused on supporting the adventure sports community in India. Ashish perfectly emulates the brand’s values of toughness, reliability and persistence and in due course of time, has brought them together towards a common goal.
Ashish, has amassed popularity amongst the motorcycling rally community by competing professionally around the world at national and international rallies such as Raid de Himalaya (2015), Desert Storm rallies (2016 and 2017), PanAfrica Morocco (2018) and is currently ranked 14th in world championship of the Baja Rallies. Ashish Raorane is now gearing up for his dream and for the world’s toughest off-road Motorsport event, Dakar Rally 2021 and Africa Eco Race 2020.
Luminox is well known for offering cutting-edge luminescence and readability in its line of high-performance sports watches. With this partnership, Luminox aims to support Ashish to fulfill his dream of participating at the 2021 Dakar Rally.
Following his introduction as India Brand Ambassador for Luminox, Ashish Raorane, Motorcycle Rally Racer said, “So I fell in love with Luminox watches and later learned that one of the first things that the brand ever did was to make its watches available for special operations groups including the Navy SEAL’s, and I am happy to have them on board towards my goal of the Dakar Rally 2021”
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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.
