MAM
Nabendu Bhattacharyya to head Ogilvy Landscapes
MUMBAI: Ogilvy & Mather’s out of home agency Ogilvy Activation has appointed Nabendu Bhattacharyya as the national head for its flagship unit Ogilvy Landscapes.
A commerce graduate from Calcutta University, Bhattacharyya has been a complete outdoor man having started his professional career with the Selvel Vantage Group handling their North India operations. He then moved on to gain international exposure by joining Emirates Neon the premier out of home company in the Middle East and came back to India in 1999 to join Ogilvy Landscapes.
His stint with Ogilvy Landscapes started as head of Mumbai and since then took on the responsibility of overseeing the Delhi operations in 2003 – thus running the two largest operations of Ogilvy Landscapes.
With the formation of Ogilvy Activation in 2004, Bhattacharyya was given the additional responsibility of leading the much talked about Hutch outdoor campaign. His ability to build clients and brands on the outdoor media by his clear understanding of the market and creating a difference in the market place will play a key role in the continued growth of Ogilvy Landscapes.
Bhattacharyya says, “The biggest challenge is for us to continue influencing the growth of the Outdoor industry, and with a team across 18 offices I am sure we’ll stay ahead of the pack.”
Commenting on Bhattacharyya’s promotion, Ogilvy Activation president Pratap Bose says, “Nabendu’s appointment as head of Ogilvy Landscapes is a vindication of his abilities to grow the business and more importantly, increase Ogilvy’s dominance in the out of home market – a position which we have held for more than a decade.”
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.
