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Restrained spends by Indians this Diwali; most won’t burst crackers: Inshorts-Ipsos Diwali Survey Festival Offers will be key motivation for shopping
MUMBAI: Inshorts-Ipsos Diwali Poll shows that unlike the norm and the trend, Indians will not go ballistic with spends this Diwali and will be discretionary: 33% of those polled,plan to have a budget and will spend in moderation; 20 per cent will curtail spends and plan to hold back from spending completely, unless necessary; 32% are undecided; and only 15% will loosen their purse strings and have a no-holds-barred spending, this Diwali.
Notably, things are not as bad as they seem. 52% Indians say they will shop to snag great deals – for festival offers and discounts; 23% will splurge in keeping with the festive spirit; 7% will be on the look-out for new brand launches; 6% will buy for gifting; 12% on the other hand said that they were in the undecided frame of mind.
Azhar Iqubal, Co-Founder and CEO, Inshorts said, “Inshorts conducted this survey in partnership with Ipsos to map the mood of the masses around Deepawali. This survey was highly rigorous as over 1 lac Inshorts users participated in the survey and was complementary in drawing up strengths of Inshorts and Ipsos to provide a robust output.”
Krishnendu Dutta, Lead Delhi & Chennai Cluster, Ipsos India said, “Inshorts has a premium user base and the platform per se perfectly captures the views of a large, educated and connected audience.”
So, will it be a noiseless Diwali this time for the upmarket elite?
Interestingly, 59% respondents said that they (individuals or their family) would not be bursting firecrackers this Diwali; 23% would be going all out in bursting crackers; 12% would be opting for green crackers and 6% said that they were undecided.
The survey further shows that majority of respondents polled (68%) support the Supreme Court’s decision, 26% declinedand 6% were undecided.
“Clearly, two key themes seem to be emerging in the survey: cautiousness about spending and opportunistically looking forward to schemes and offers; and holding back on firecrackers with unanimous support for SC’s decision, on the same,”said Krishnendu Dutta, Delhi & Chennai Cluster Lead, Ipsos India.
Net-net – a somewhat subdued Diwali, both from a spend and sound perspective,” added Dutta.
“The undecided, are the ones sitting on the fence and will need a nudge with great offers, to shop,” commented Iqubal.
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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.
