MAM
Nykaa onboards Vikas Gupta as CEO – B2B Business
MUMBAI: Flipkart’s head of customer, marketing and digital business Vikas Gupta has joined online beauty & personal care products marketplace Nykaa as CEO of its b2b business.
The e-commerce portal posted the development on its LinkedIn page.
“We are delighted to welcome on board, Vikas Gupta, the new CEO of our B2B business at Nykaa. Having held leadership roles for over two decades, Vikas is an expert at building business for digital-first enterprises that are data driven and fast-evolving. We are excited to have him on the team to drive a new wave of growth at Nykaa,” read the post.
Gupta has over two decades of leadership experience at companies such as Unilever and more recently, Flipkart, where he was the head of customer and marketing function, the company said.
His work over the years has won him several recognitions including 14 effectiveness awards (Effies and AMEs), 27 innovation and creative awards (16 Cannes Lions) and 10 top Unilever awards.
Gupta shared the news of his appointment on LinkedIn saying, “Incredibly excited to start this new journey at Nykaa. Big Thank you to the wonderful people at #Flipkart for the lasting learnings and friendships and an everlasting gratitude to my family at #Unilever #hindustanunilever as I begin this new chapter of my life.”
At Nykaa, Gupta will be setting up the e-distribution arm that aims to become the one-stop shop for retailers across the country to source beauty and personal care products, the company said.
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.
