MAM
Pix eyes 20% revenue growth in FY’12
MUMBAI: English movie channel Pix is eyeing a 20 per cent in fiscal 2011-12, despite a looming slowdown.
Pix business head Sunder Aaron says that the effects of the economic slowdown are not yet visible for the channel.
“The first quarter of next year will give us a good idea of how 2012 will fare. You could have some caution among clients who have business interests in Europe like Volkswagen and HUL,” Aaron explains.
However, he adds that even in time of slowdown, TV viewership doesn‘t go down. “When there is a slowdown, television viewership is not affected as it is an inexpensive form an entertainment. For this fiscal we expect revenue growth of over 20 per cent,” Aaron says.
Meanwhile, the channel has taken its local movie review initiative ‘Chicks on Flicks‘ online on Facebook.
Now one can see the reviews of Ira Dubey and Neha Sareen online, in two to three minute bytes, as opposed to the half an hour show earlier.
Aaron says that in India exhibitors and distributors do not allow film critics to see a film two weeks in advance. They could only see it on the day of its release or just before that. So by the time the episode went on air the film was already well into its run.
Aaron adds that the channel has 300,000 fans on Facebook. “In an age where youngsters are constantly hooked on to social networking Chicks On Flicks could not have a better platform. The show will also be current since the reviews will appear on the same day as the theatrical release of the film.”
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.
