MAM
Omron India’s BMB social media campaign brings in huge fan base
NEW DELHI: Omron which deals in automation, home healthcare and sensing and control technology has successfully concluded its social media campaign focusing on the company‘s association with the blockbuster Bhaag Milkha Bhaag as the Technology Partner.
The campaign, carried out on Facebook and Twitter, witnessed huge amount of participation and a significant enhancement in engagement level contributing towards the brand awareness and recognition in India. It was a key highlight of the association which was also promoted via TVCs, hoardings and online advertisements.
The Facebook campaign motivated people to participate in the “Inspiring tomorrow” contest by sharing inspirational stories of their lives on the Omron page.
In sync with the movie‘s theme of courage and conviction, the contest was rolled-out few days before the movie release. Before it went live, Omron ran a teaser with captivating messages to draw attention and create excitement around the contest.
This was followed by inviting the participants to share their real life stories which were then made visible for votes/likes. On the Basis of the number of votes, participants found their positions in the leaderboard and the first three winners were rewarded with exciting Omron hampers.
|
|
The contest resulted in addition of 30,665 fans increasing traction from 114,868 to 145,533 in a span of two weeks. The ‘no. of people talking about‘ went up from 400 to 17,338 during the same period.
Omron India debuted on Twitter during the same campaign and promoted the Inspiring Tomorrow contest by inviting fans on its Facebook page to tweet their inspirational stories using#MyInspiration. Three winners were selected on the basis of the maximum tweets. The campaign reached out to 4805 audience and gained 30 new followers in just three hours. @OmronIndiaTwitter handle, which is 22 days old now, has 60 followers and 88 tweets.
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.
