MAM
O&M takes Incredible India concept forward
MUMBAI: The Incredible India campaign – Find what you seek – conceptulaised by Ogilvy & Mather takes the meaning of previous campaigns a step further.
“Look at our geographic terrain, culture, history or art; we are a very diverse country. And we want to convey the same message through this campaign. Whatever one is looking for in India, he/she will find it here,” explains O&M executive creative director Ajay Gahlaut about the idea behind the new campaign.
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The Ministry of Tourism had briefed O&M to dig a little deeper into what makes India truly incredible. The team started researching by talking to travelers from around the world.
“Our previous campaigns described the word Incredible but through the new campaign, we will give more meaning to it. We always aim to evoke curiosity about the country,” says Gahlaut when asked how different the new campaign is from the previous ones. The earlier Incredible India campaigns have also showed prospective tourists different parts of the country – be it the deserts of the west, the hills and mountains of the north, the beautiful coastal beaches or jungles and the backwaters in the south.
The campaign isn‘t city specific but travel specific and showcases everything from Leh and Ladakh to Kerala. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist.
For instance to describe Kolkatta, there is the image is of a rain-soaked window through which you can see the trademark yellow cabs in the distance. The captions go: ‘Watch artists paint what nature paints‘.
Similarly, the one on the Rann of Kutch says: ‘Go into a salt marsh. Get out of your comfort zone‘. An image of snow covered Chang La in Ladakh says: ‘Discover new heights, discover a new high‘. An image of the floating oil lamps on the ghats of Varanasi is accompanied by the caption ‘See candles float, see hope float‘. A picture of two rhynos from the Kaziranga National Park, Assam, comes with the advice ‘Avoid loud horns, Admire sharp horns‘. Another one, depicting the festival of Holi says: ‘Throw colours on others. Add colour to your life‘.
Other pictures include a variety of images from camel rides in Rajasthan to wildlife reserves of Madhya Pradesh, from the tea plantations of Munnar to the Taj Mahal in Agra, from the backwaters of Kerala to the beaches of Andaman, from Kathakali dancers to Tibetan monks.
India‘s diversity is well represented in the series.
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.
