MAM
McCann Erickson wins Dabur Chyawanprash, Bates gets Gulabari
NEW DELHI: McCann Erickson has bagged the creative account of Dabur Chyawanprash to become the latest addition in the existing six-agency roster of Dabur India.
Confirming the development, Dabur India stated that Dabur Chyawanprash creative business was allotted to McCann while the Gulabari account was clinched by one of its roster agencies, Bates India.
On the win, McCann president Santosh Desai said, “We presented our perspective on the future of the brand (Chyawanprash). We gave inputs on strategic and creative, and I think the client liked our plans for the brand in the final analysis.”
On being selected for one of the trusted Indian household brands, Desai added, “It’s exciting as well as challenging. It’s a huge responsibility. Its a matter of great pride to handle this brand and take it forward.”
On the recent media reports, in which there were rumours of retrenchment in the agency, Desai clarified, “First of all the accounts (which McCann conceded), which were reported, were part of global realignments which had taken place a long time back. Secondly, I had gone on record saying we are actually on verge of acquiring new business and if you are adding new clients, then you don’t do retrenchment. The reports were baseless and now since we have won the account, this validates my point anyway.”
The Dabur Chyawanprash and Gulabari accounts were previously handled by Leo Burnett. Dabur and Leo Burnett announced their decision to part ways last week and accordingly, the client reportedly invited three agencies Lowe, McCann and Bates for the account.
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.
