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Mirinda launches ‘Batman Blast Berry Fusion’
MUMBAI: In an ongoing effort to grow the fruit flavour category, PepsiCo’s orange flavoured soft drink Mirinda today announced the launch of its new variant “Batman Blast Berry Fusion”.
The introduction of “Batman Blast Berry Fusion” is tied in to PepsiCo’s partnering the release of the upcoming Hollywood blockbuster “Batman Begins”.
Made from a combination of grapes and black currant, the look and feel of the new drink integrates well with the theme of the film, the company claims.
“Batman Blast Berry Fusion has tested phenomenally well with consumers around the country, outperforming our expectations,” said Lloyd Mathias, executive VP PepsiCo. He further added, “Our preliminary effort behind the launch of Batman Blast Berry Fusion was to offer our consumers a new compelling alternative of another fruit flavoured drink. Batman Blast Berry Fusion will build stronger brand salience and reinforce Mirinda’s innovative edge.”
Created by Mirinda’s longtime advertising agency JWT, Batman Blast Berry Fusion’s TV commercial will be on air from 15 June. Also part of the complete 360 marketing and promotional initiative is a dedicated internet micro site www.mirindaindia.com and P.O.P materials at all its retails outlets, which will be backing its roll out plan. The distinct new graphics of Mirinda “Batman Blast Berry Fusion” will appear on all Mirinda flavours available in the market; in PET bottles and fountain cups as well.
The new variant will be available in 600ml PET besides the 300ml and 200ml glass bottles across the country from the 14th of June for a limited period of two months.
Targeted at the youth, Mirinda’s “Batman Blast Berry Fusion” has also tied in consumer promotions at Big Bazaar, KFC, Pizza Hut and leading cinema halls like PVR, Fame and Fun Republic for Batman sling pens, Batman CDs, Batman bags, Batman T-shirts etc, as well as tickets to the movie “Batman Begins”.
The main attraction of the launch is an exclusive SMS promo for which the lucky winner will walk away with an all expenses paid trip for two to Warner Bros. Movie World, Gold Coast Australia.
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.
