MAM
Ozone Media introduces Ozone Smarton
MUMBAI: Digital Advertising network Ozone Media has launched Ozone Smarton, an advanced re-targeting and dynamic banner advertising platform.
Ozone Smarton will help e-commerce merchants in “smarter” acquisition of dropped-off and dormant consumers by assembling “dynamic” banners in real-time and serving them to a re-targeted audience.
Travel is the next vertical Ozone Smarton will be rolled out for, followed by other verticals where online customer acquisition is critical.
Ozone Media CEO Kiran Gopinath said, “At Ozone Media, we are integrating powerful technology in improving efficiencies in campaign delivery and targeting for our customers. Ozone Smarton is a step closer to bringing evolved targeting products to the Indian advertisers”.
Based on the initial results, Ozone Smarton pushed up the conversion rate by three to eight times for the retargeted audience.
Ozone Smarton is powered by predictive algorithms that determine the optimal product to be shown to the re-targeted users. It builds intelligence about users who have visited an advertiser‘s website and shows them the relevant products in the retargeted dynamic banner ads.
Ozone Smarton selects the product to be served on dynamic banner in real time, based on its prediction algorithms, to maximise conversion rates and also supports multi-product banners that showcase multiple products that are relevant to the user.
“The combination of technology and ad network-related benefits that Ozone Media is now bringing to market is unique in the Indian retargeting scenario. We are in the process of working with our customers to implement algorithms through our customisable Recommendation Engine that will maximize their ability to generate conversions through retargeting. What is even more exciting is that we will soon be able to proactively suggest campaigns that advertisers can run. These campaigns will help them micro-segment their user base and target them accordingly, leading to far better return on ad spend. This collaborative model of working with advertisers is the future of the industry, and Ozone Media is pleased to be in the forefront of this revolution”, Ozone Media associate vice president of product and partnerships Senthil Govindan said.
In the last quarter, Ozone Media had launched its Lead Management System that allows advertisers to capture and view leads without having to build their own solution from the ground up. Leads can be mobile-verified through pre-built integration based on an advertiser‘s requirements. Mobile verification allows the clients‘ call centers to access only verified leads, thus ensuring greater lead to sale conversion rate and improved efficiency of call center personnel.
Founded in 2006, Ozone Media helps advertisers in delivering digital audience by partnering with online publishers in India.
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.
