MAM
Sahara group announces Rs 1180b infrastructure, housing projects
MUMBAI: The Sahara India Pariwar, with total estimated assets of Rs 320 billion, has unveiled its ambitious infrastructure and housing projects valued at Rs 1180 billion (USD 25.65 billion).
Sahara Infrastructure and Housing will strive to develop well planned townships; build cities within cities in India to promote growth in areas of infrastructure, retailing and entertainment.
According to a release, Sahara City Homes, the new initiative of Sahara Infrastructure and Housing, which is being developed in 202 cities across India. The total cost of this venture is estimated to be worth Rs 830 billion (USD 18.04 billion). It will be spread over 18,575 acres (75.17 million sq.m) of land with a built-up area of 6.88 crore sq. m (69 million sq.m) having more than 6.75 lakh (0.67 million) houses.
The release adds that the other projects under Sahara Infrastructure and Housing include Amby Valley, Sahara Lake City, independent India’s first planned and finest hill city shall be spread over 10,000 acres (40.47 million sq.ft.) and is estimated to be worth Rs 340 billion (USD 7.4 billion).
Announcing the mega expansion plans of Sahara Infrastructure and Housing at a press conference in Mumbai, Sahara India Pariwar managing worker and chairman Subrata Roy Sahara has been quoted as saying: ” Sahara India Pariwar believes in the spirit of nationalism, which it seeks to propagate across all sections of the society and every effort of ours will contribute to sound nation building. Our new projects will create abundant infrastructure facilities and provide quality housing to fellow Indians”.
He further added: “Every project of Sahara Infrastructure and Housing will implement and maintain international quality certification systems along with earthquake resistant construction.”
Sahara City Homes will stake its claim to be the world’s largest chain of quality residential township. The release says that the value added facilities and services offered by Sahara City Homes shall include broadband Internet connectivity; digital communication network; modern health care services with 24-hour emergency medical aid supported by well-equipped ambulance, telemedicine; primary and secondary schools to impart quality education and e-learning through electronic media – computer and TV.
The release adds that a highlight of these townships is an enchanting ambience with 55-60 per cent area dedicated to greenery and open spaces with comprehensive multilevel security measures. The township is backed up by well integrated infrastructure and efficient transportation facilities including petrol filling stations, 16 to 30 mts. wide, well-lit metalled roads with organised civic amenities and facilities. Bharat Maa Naman Sthal (worship place for motherland- India) is an integral part of every township – claims the release.
Recreation and entertainment will be provided in all Sahara City Homes with the star attraction being the mini artificial seashore, snow theme and water parks. Each city will also be equipped with a club with indoor game facilities, swimming pool, gymnasium and playgrounds for outdoor games like cricket, hockey and football. The nationwide chain of 202 shopping malls and 202 multiplexes with 808 screens located at the Sahara City Homes townships will be the largest chain in the field of retailing as well as entertainment.
Roy reiterated that “Sahara City Homes will address all the basic requirements of a self-sufficient township while additional efforts have been put in to include top of the line, international facilities and services”. The price of houses shall be from Rs 4.5 lakhs onwards (0.45 million).
Sahara has also announced its intention to develop another global destination project – apart from Amby Valley Sahara lake city in Lonavala – which will be unique and first in world. Spread over 26,000 sq. km of water area, which is the biggest delta in the world and shall provide facilities for accommodation, shopping malls, and entertainment avenues like theaters and even restaurants. An exclusive sea beach of five km along with tourism attraction likes river cruises, water sports, wildlife and adventure tourism will ensure that this project is the greatest and a grand global destination.
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.
