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Nielsen acquires NeuroFocus
MUMBAI: Nielsen, a global provider of insights and analytics into what consumers watch and buy, has acquired NeuroFocus which works in the area of neurological testing for consumer research.
In 2008, Nielsen acquired a minority ownership stake in NeuroFocus. With this acquisition, NeuroFocus now becomes a part of Nielsen‘s Product Innovation Practice.
NeuroFocus will continue to be led by founder and chief executive officer Dr. A.K. Pradeep.
NeuroFocus leverages neuroscience and expertise to measure consumer attention, engagement and memory retention through brainwave, eye-tracking and skin conductance measurements. Through its scientific metrics, NeuroFocus enables marketers to better understand the effectiveness of advertising, branding, product development and packaging across industries, including consumer packaged goods, retail and entertainment.
Neuromarketing is the application of neuroscientific research to marketing, advertising, and entertainment content and messages. Neuroscience research has in recent decades revealed important new discoveries about how the human brain is structured and how it functions. These findings enabled NeuroFocus to develop patented technologies and proprietary techniques that provide greater accuracy and insight into consumer research.
Headquartered in California, NeuroFocus operates neurological testing laboratories, called NeuroLabs, for clients in the UK, Europe, Asia Pacific, Latin America, and the Middle East. NeuroLabs measures consumer responses to marketing content, messages and advertising. NeuroFocus integrates these insights with other measurement science to deliver comprehensive and actionable results for clients.
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.
