MAM
Ogilvy Landscapes launches in Pakistan
MUMBAI: Ogilvy & Mather India has signed an agreement with Pakistan’s Interflow Communications that will help the latter in offering its clients in Pakistan the expertise of Ogilvy Landscapes. This agreement marks the beginning of a new era in the field of outdoor media for Pakistan.
Ogilvy Landscapes will bring to marketers an expertise, knowledge and talent that is unmatched by any communications agency in Pakistan.
Interflow Communications chairman and CEO Taher Khan and Ogilvy & Mather India and South Asia CEO John Goodman finalised this agreement today.
As in most parts of Asia, the outdoor media in Pakistan is disorganised, thus creating a need for strategic Outdoor planning, measurement, effective monitoring systems and above all, better creatives.
Along with Ogilvy Landscapes, Interflow can offer local marketers communication solutions through a comprehensive system based on Oscar (Outdoor Site Classification and Research) and other such outdoor media planning, buying and creative tools.
With the proliferation of traditional media, marketers need to complement their electronic and print media campaigns with OOH (out-of-home) media to ensure target audiences receive the communication at relevant points of contact.
It is in this context that the need for an OOH specialist becomes critical, a need that will be met by Ogilvy Landscapes through Interflow Communications in Pakistan.
Speaking on the occasion, Khan said, “I am particularly pleased today, as with the advent of Ogilvy Landscapes, the Pakistan market finally has the opportunity to maximise the return on huge investments being made in the outdoor media.”
Goodman added, “Ogilvy is very proud of our long relationship with Interflow and we see this as one more step towards a closer partnership.”
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.
