MAM
Mankind Pharma prays for well being of Doctors and medical staffs in latest campaign
MUMBAI: Amidst the ongoing global health challenges of COVID -19, Mankind Pharma would like to thank the undying spirit of the doctors and other medical staff and wish for their wellbeing. #Thanksforbeingmyfamily is a short film showcasing the hardwork done by the Doctors and medical staffs for the society. During this testing period, these medical professionals have devoted themselves selflessly in serving mankind and the campaign invocates all to stand up for them.
The government has also shut down schools, colleges, malls, cinema halls, restaurants, and even some key religious places as a safety precaution. When people are practicing social distancing by staying indoors, the doctors and other medical staffs are working 24X7 to treat patients who have become victims of the pandemic. Without thinking about themselves and their family, these unsung heroes are fighting this severe disease outbreak round the clock. The campaign urges everyone to be responsible and acknowledge the contribution of the medical fraternity in India.
Says Mr Rajeev Juneja, CEO, Mankind Pharma, “With the exponential rise in coronavirus cases in our country, we should acknowledge our medical fraternity like doctors, nurses and paramedics for their fighting spirit and selfless services. At a time when the country is at a standstill, these medical professionals are working day and night for our well being. Lets all of us follow required guidelines and help them by taking care of our own self”.
#Thanksforbeingmyfamily resonates everyone's thoughts of saluting the medical personnel, who are not giving up even in the adverse situation.
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.
