MAM
Ranbir Kapoor is Lenovo brand ambassador
NEW DELHI: Lenovo has appointed Ranbir Kapoor as its brand ambassador for their personal computers range.
The announcement is in tandem with Lenovo’s focus on becoming the preferred brand for the youth of India, the company said.
Lenovo’s decision to sign on Ranbir as its brand ambassador comes shortly after it was announced the No 1 PC vendor in India (by IDC) and the largest exclusive PC retailer in the country.
Lenovo India Director-Marketing Shailendra Katyal said, “We want to play aggressively in the consumer space and become the most preferred PC brand among the Youth. Signing on Kapoor is a strong step towards the evolution of the Lenovo brand and in line with our brand philosophy ‘For Those Who Do’.”
Lenovo’s products are known for its combination of style and performance and quality.
“Kapoor embodies an exemplary blend of both style and performance, making him the ideal choice for Lenovo. With his remarkable appeal to youngsters across the country, we are confident Kapoor will communicate our brand’s ‘Do’ attributes
to our consumers effectively,” Katyal added.
Conceptualised by Ogilvy & Mather, Lenovo will launch a set of TVCs featuring the actor by 8 June.
O&M NCD Rajiv Rao said, “Ranbir is one of the young and impressive stars in the country and he fits the values that we want the brand to stand for. The combination of the machine, the communication idea and Ranbir, will surely create a place
above the rest for the Lenovo machines.”
Talking about his association with Lenovo Kapoor added, “I have always been passionate about technology and I am really excited to be associated with a global technology brand like Lenovo which creates the most innovative performance machines.”
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.
