MAM
Max’s new campaign tells viewers to relax on weekends
MUMBAI: Multi Screen Media (MSM)‘s Hindi movie and special events channel Max has launched a new campaign highlighting its weekend programming. The campaign promotes the idea of taking a much deserved break in weekends after slogging for the whole week.
Created and conceptualised by Max‘ creative agency JWT, the theme of the campaign is ‘saare hafte lagey raho…weekend pe padey raho‘.
The communication is targeted at promoting viewership on Max on weekends when the channel claims of showcasing some of the “best family entertainers” of all times.
Max EVP and business head Neeraj Vyas said, “At Max, it is our endeavour to come up with extremely relatable and life-like themes for all our communication campaigns. With our latest weekend campaign ‘Saare hafte lage raho…weekend pe pade raho‘, we are trying to relieve the monotony of daily life by creating a complete entertainment package on the weekend for our viewers thus making Max the ultimate movie destination.”
To promote this, three films will be released over the next few days across television, social media and online forums. Each of these films bring alive the central communication theme that says after a hectic week at work the best way to recharge yourself is to overdose on blockbuster movies on Max over the weekends.
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.
