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MipTV 2012 presents second Annual Brand of The Year Award
MUMBAI: Television trade event MipTV has opened nominations for the second Brand of the Year Award as part of its two-day Branded Entertainment programme (2-3 April) in Cannes, France.
The 2012 Brand of the Year Award will be presented to a global consumer brand for its outstanding contribution to the development and production of branded entertainment programming on 2 April at MIPTV, in Cannes.
Launched in partnership with Ogilvy & Mather in 2011, the first Brand of the Year Award went to American Express in recognition of their innovative use of music, sport and entertainment to develop brand awareness.
The Award underlines MipTV’s recognition of the strategic importance of branded content creation and the collaboration between production studios, networks, brands, and agencies to deliver new, compelling audience experiences.
Ad agencies and production studios will be asked to nominate a brand for their outstanding contribution to branded entertainment.
The call for nominations is now open and submissions need to be made by 24 February. Nominees will be judged by an international panel of high-profile experts on a number of criteria including: commitment to branded entertainment as a key element of their marketing mix; measurement of the branded content’s effectiveness; innovative use of platforms or new formats; and success in communicating a positive message in a relevant and engaging way.
Brands which have participated to MIPTV’s Branded Entertainment programme include American Express, BNP, British Airways, The Coca-Cola Company, Dove, Fanta, Expedia, Nike.
The MipTV Brand of the Year Award is organised in association with the Branded Content Marketing Association.
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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.
