MAM
P&G launches Pantene Long Black Shampoo
MUMBAI: FMCG major Procter & Gamble has announced the launch of Pantene Long Black, a variant of its Pantene Shampoo brand.
Pantene was launched in India in 1995. The company launched Pantene Long Black as research conducted in the small towns and villages of India found that there was a need for a product that would enable the Indian woman to have long, smooth uniformly black hair which does not look dull or faded at the tips. The product, which is grey in colour, contains no artificial hair dyes or colourants. Its new patented pro-vitamin Moist black formula makes hair look naturally dark and healthy. The product penetrates hair from root to tip and the regular use of the product helps repair hair damage and also strengthens hair at the ends.
A TVC to promote the product is already on air on mainstream channels. The ad features a woman laughing as she asks the viewer whether there was any other product that could give the hair a natural colour of black. The company will also do print ads as well as in-store advertising through retail outlets.
The company has brought down Global Pantene artistic director and hair stylist Andy Uffels from Holland to promote the product. He said that the wavy texture of the Indian woman’s hair gave him the opportunity to come up with different ideas.
“Over the seven years that I have closely worked with Pantene I have seen it successfully provide solutions for every hair problem and every hair look that a woman desires whether it be in Europe or Asia. The Indian woman considers long, smooth black hair as the Gold standard and this product will her achieve just that,” he 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.
