MAM
Madhouse COO Pathak hired as Httpool MD – southeast Asia
MUMBAI: Httpool has announced the appointment of Milind Pathak as the managing director for Southeast Asia to be based in Jakarta.
In this role, Milind will be responsible for laying the foundation and setting up of Httpool in the region and building up strategic relationships with key clients and partners. Httpool has global client / partner alliances, and intends to provide the Southeast Asia market access to these partners.
Milind is an experienced international executive, with strong knowledge of the southeast Asia region and a well-recognised thought leadership in mobile and digital industry. He has been an active evangelist in the Asian market for mobile entertainment/ marketing / commerce / internet domain for over two decades.
In his previous role, Milind was the COO of Madhouse, South Asia, A WPP- GroupM’s mobile marketing specialist unit, where he was responsible for providing award-winning mobile media and creative solutions across the GroupM client portfolio and help them manoeuver a mobile first journey in the digital world.
Milind has played multiple level leadership roles in his previous avatars at One97 (Paytm) – Comviva (later acquired by Tech-Mahindra) / Mitsui / Buongiorno in multiple markets of Asia / Africa and Middle East
Httpool APAC co-founder and MD Sunny Nagpal said: “Milind is an exceptional choice to lead the Southeast Asia business as he has a track record of leading businesses at a global level and deliver sustained growth and profitability. His in-depth experience in this sector will lay a strong foundation for the SEA business.”
Pathak says: “Mobile-first has always been my approach, and I will be working with our diverse network teams and support our global partners to maximise full potential of the growing Southeast Asian market in this mobile domain.”
He will be leading business initiatives and set up of the Southeast Asia operations of Httpool group. Httpool is in process of starting its operations in Indonesia and Malaysia and looking at aggressively penetrating the region.
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.
