MAM
Protein with your cutting chai as Instamart’s tapri flex fuels a campus frenzy
MUMBAI: If you thought Mumbai tapris only served kadak chai, Instamart just slipped in a scoop of whey and stirred up mayhem. In a campus stunt that blended meme culture with Mumbai’s tapri nostalgia, Instamart rolled out a ‘Protein Tapri’ at VESIT College, and the result was a full-blown Gen Z stampede thanks in part to an unexpected cameo by FoodPharmer (Revant Himatsingka) and his protein brand Only What’s Needed (OWN).
The pop-up, designed as a classic chai stall with a high-protein upgrade, flipped everyday college favourites into gym-bro-approved fuel. Students queued up for:
● kullad protein shakes,
● protein bhel made with sprout-loaded crunch,
● and protein-packed cookies that turned tea-time into gain-time.
The twist landed perfectly with a generation that jokes about creatine scoops the way older batches joked about cutting chai.
But the crowd truly erupted when FoodPharmer and Gen Z favourite Sahil Mehta stepped behind the counter together shaking drinks, shooting videos, and sending the turnout into chaos. Overnight, the tapri became less of a pop-up and more of a pilgrimage for fitness-loving students.
One LinkedIn user summed up the vibe in true Gen Z fashion, “Out of all the things I expected to see outside a college today, a protein tapri was not on the list but I am here for it. The gym bros went wild and started competing for protein.”
Instamart didn’t just serve protein, it tapped into two fast-moving cultural currents.
First, the brand has quietly built a curated protein ecosystem, including a dedicated protein section on the app and super-fast delivery of OWN products in under 10 minutes. That makes protein less of a commitment and more of an impulse buy perfect for the “lift first, think later” crowd.
Second, FoodPharmer’s rising influence in India’s nutrition conversation brought built-in credibility and meme energy. His sharp, relatable nutrition content has made him a cultural touchpoint for young Indians trying to decode food labels and stay fit without losing their sense of humour.
Together, this wasn’t just sampling, it was scroll culture meeting street culture, a meme jumping off the screen and into the real world. Students didn’t just taste the products; they participated in a moment.
By the time the tapri wrapped up, it was clear, Mumbai just got its newest food moment and this one absolutely passes the vibe check.
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.
