MAM
Madison Media appoints Bhattacharyya as director – digital
MUMBAI: Madison Media has appointed Rajdeep Bhattacharyya as director for Delhi‘s digital operations.
In his current role Rajdeep will oversee the agency‘s digital operations in Delhi for all existing and emerging digital media
initiatives including display, video, SEM, mobile, social and emerging media.
A digital media and marketing professional, Bhattacharyya has worked in companies like Wunderman International in India and W3i and Critical Mass in US, apart from being an independent digital consultant. He has extensive work experience in digital branding, social media marketing, mobile, ecommerce, and direct marketing.
On the agency side, Bhattacharyya has worked on media planning, buying, analytics, web design and content strategy for Fortune 100 clients.
Madison Media, whose gross billing stands at Rs 30 billion, does digital work for clients such as Airtel, Cadbury, ITC, Levis, Britannia, Godrej, Tata Tea, Bharti AXA and Spice Jet.
Madison Media group CEO Punitha Arumugam says, “I am delighted to have Rajdeep join our team in Delhi and I am sure he will strengthen our already strong Digital team.”
Bhattacharyya added, “I am excited to be a part of the Madison family and to get this opportunity to work with and learn from all of Madison Media‘s digital talent, as we set about growing our digital expertise further. Integrated media approach is at the core of Madison Media‘s offerings and I look forward to play a part in continuing to develop a world class media company.”
Madison Media handles media planning and buying for clients including Airtel, Godrej, Cadbury, ITC, General Motors, Marico, Britannia, Asian Paints, Tata Tea, Shriram Transport Finance, SpiceJet, Axis Bank, Domino‘s, Bharti Axa, Acer, Dish TV, Imagine TV, Times Television Network and Indian Oil.
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.
