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Microsoft and Toshiba strengthen ties, form HD DVD alliance
MUMBAI: Microsoft Corp. and Toshiba Corp., which already share a patent-sharing agreement on consumer electronics and personal computers, have now decided to further strengthen their ties. The two corporate giants announced in Tokyo today, that they would work together in developing next-generation DVD technology.
Microsoft and Toshiba will develop these by sharing each other’s respective hardware and software technologies. The expanded collaboration is designed to accelerate the availability of new devices for the benefit of customers, while demonstrating mutual respect for each company’s intellectual property rights.
“Microsoft values our strong relationship with Toshiba, a company we admire for its long-standing commitment to innovation. This agreement demonstrates our desire to share our innovations with other companies in ways that promote the spread of new ideas — and benefit customers by accelerating the development of exciting new products,” said Microsoft chairman and chief software architect Bill Gates.
The two companies have agreed to investigate development of HD DVD players using Microsoft Windows CE technology, by bringing together Microsoft’s expertise in software and PC technologies with Toshiba’s expertise in consumer electronics and computing. The companies also plan to strengthen their collaboration on iHD, the DVD Forum’s latest interactivity format.
As leaders in the PC industry, Microsoft and Toshiba promote joint ongoing projects in an effort to deliver breakthrough mobile PCs and expand the mobile market, showcasing integration of the key software features of the Windows operating system with the cutting-edge hardware technologies from Toshiba.
The companies have been working closely to promote Windows XP-based Tablet PCs and Media Center PCs on a worldwide basis, offering customers new PC work styles and benefits. Microsoft and Toshiba also expect to develop and deliver compelling mobile PCs with the next version of the Windows operating system, code-named “Longhorn.”
In April 2005 they signed a cross-licensing agreement to promote the exchange of innovations developed by each company. The licensing agreement covers developments in computer and digital consumer electronics areas. Microsoft and Toshiba both have traditions of investing heavily in research and development, a fact reflected in the depth of their respective patent portfolios and diverse products.
“We are very excited to take our long-standing partnership with Microsoft to the next level. Our companies have worked together since Toshiba launched the world’s first laptop PC back in 1985, and we enjoy a relationship rooted in mutual respect and understanding. We look forward to extending the scope of our relations to encompass HD DVDs, a major driver of the next-generation consumer electronics,” said Toshiba president and CEO Atsutoshi Nishida.
Microsoft and Toshiba will continue to introduce new breakthrough innovations that will bring about new scenarios for years to come.
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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.
