MAM
Madison Public Relations names Abhinav Srivastava as CEO
Mumbai: Madison PR, a unit of Madison World, has announced the appointment of Abhinav Krishna Srivastava as its chief executive officer. He will be based in the agency’s Mumbai office.
With over 21 years of experience, Srivastava is an expert in internal and external communications covering public relations, public affairs/advocacy, digital, advertising and integrated marketing campaigns, according to the agency.
He also comes with enriched experience of stakeholder engagement, CSR, financial & investor relations, crisis management and media training. He has led integrated marketing and communications strategies across sectors like consumer, lifestyle, food, pharma & healthcare, technology, telecom, energy, infrastructure, finance & banking, aviation, automobile, realty, retail and hospitality. Having worked with some of the world’s most respected brands, he has experience with multiple consumer market mechanisms and managing complex corporate reputation programs for businesses.
Prior to joining Madison PR, he spent almost two years working at SPAG Asia and D Yellow Elephant as chief operating officer. Aside from SPG Group, he has been part of leadership teams at Avian WE, Edelman India, Comma Consulting and Rediffusion DYR.
Madison World chairman Sam Balsara said, “I am delighted to have Abhinav lead our very capable and experienced Madison PR team as CEO. Am sure he will take Madison PR to new heights and will add a lot of value to our client’s business.”
On joining Madison and commencing his new role, Srivastava said, “I’m beyond excited to join Madison Public Relations and be a part of such a respected, mission-driven team of India’s leading homegrown agency group. I look forward to developing our business by building on established clients and finding new opportunities for growth. As the communications domain has got revamped in the past two years, I believe Madison’s might and my multi sectoral experience will help us expand our growth horizon and get into the big league!”
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.
