MAM
Mad over Donuts to spend Rs 20 mn in promotions this year
BANGALORE: F&B brand ‘Mad Over Donuts’ (MOD) will kick-start a multimedia campaign by the middle of next month to compliment its ambitious plans to grow its number of outlets from 33 to 100 by the end of the current fiscal, said MOD Ceo Tarak Bhattacharya.
The company claims that it has developed 100 per cent vegetarian donuts that have found a strong connect with its target audience in the cities that it has been present in. These include the New Delhi NCR region, Mumbai and Pune.
MOD has opened its first outlet in Bangalore and plans to up that count to four in Bangalore by the end of this fiscal. MOD also has plans to open outlets in Hyderabad by the second quarter of this fiscal and Chennai in the last quarter. Last year MOD opened 16 outlets in the country.
Company sources said MOD intends to spend Rs 20 million towards ATL and BTL activities this year. Once it is present in many other cities, typical media spends would be around 5 per cent of sales. MOD plans to leverage digital media which include Internet and radio.
Mod’s facebook page has garnered over 300,000 fans over an 18-month period since it was first started. The company has been using radio jingles in the cities that it is present in for promotions as well as contests which are a part of its BTL activities. Other BTL activities include mall initiations and in-store promotions.
MOD plans to use outdoor and newsprint advertisement also. Television commercials, however, are not on the immediate agenda.
Another initiative that the company has been pushing is to declare the third Friday of every June (15 June this year) as ‘Donut Day’ and this has met with a fair amount of success over the three years since MOD commenced operations in India.
At present most of the general creative work is done in-house as is the media-buying. Creative work for its digital initiatives is done by Gazoop.
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.
