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MSM eyes Rs 9 bn of ad revenue from IPL 4.0
MUMBAI: Controversies, lawsuits! None of that has made an impact on the willingness of advertisers to cough out the big bucks for the Indian Premier League (IPL).
Sources say Multi Screen Media (MSM) is eyeing an ad revenue of Rs 9 billion, down from Rs 10 billion, as the extra teams will not be added in the fourth edition of the IPL. This will be 20 per cent up from the previous season of IPL.
Indiantelevision.com had earlier reported that MSM was looking at Rs 10 billion ad revenue from IPL 4, despite the ICC cricket World Cup preceding it.
Says Multi ScreenMedia (MSM) president network sales, licensing and telephony Rohit Gupta, “We are eyeing a 20 per cent revenue growth this year. Clients have shown firm belief in the value of this property. Many companies have returned. Vodafone and Videocon are back as co-presenting sponsors. The associate sponsors are Samsung Mobile, LG, Hyundai, Tata Photon, Pepsi. New sponsors joining us this year are Cadbury‘s and Havells. Earlier Havells used to take spots. To accomodate the new sponsors we have decided to include one more sponsor.”
Gupta, however, refused to spell out the exact revenue MSM was targeting.
MSM has roped in nine advertisers for the event and is looking at 11 sponsors in total, one more than last year.
MSM is also talking to companies including Godrej, HUL and Airtel to come on board as sponsors. The sponsor rate is Rs 500,000. The co-presenting sponsors will shell out Rs 550 million each while the rate for associate sponsors is around Rs 400 million.
Spot buys start at Rs 550,000. “When we close out 80 per cent of inventory, then we will start hiking the spot rates. Extraa Innings will have around six sponsors and will give us Rs 360 million. We sell at Rs. 100,000 per 10 seconds here. By January, we would have sold out everything,” says Gupta.
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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.
