MAM
Scarecrow and Only Vimal observe No Tie Day today
MUMBAI: The textile brand – Only Vimal – has launched a new campaign to reach out to the newer, younger generation of formal wear users.
The campaign No Tie Day to be held today has been conceptualised by Scarecrow for the brand after a study and market feedback pointing to a clear shift in preferences among the formal wear users (read corporate).
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Through the campaign, the brand aims to serve the day as that momentous occasion when people will discard their ties, thereby acting upon the larger thought of liberating themselves from their existing boring formal wear. To gain momentum various activities have been launched such as the tie burning party where people are called to burn ties (literally) and witness the launch of the informal range of ‘Only Vimal‘. These tie burning parties will be held in nine Indian cities. There is also a nationwide one-day boycott of ties, so that people living outside these cities can also participate.
A set of eight viral videos and a especially composed No Tie Day anthem were made to create the buzz around the day. The micro-site, www.vimalunformal.com was the centre point of all No Tie Day activity. On-ground, especially designed tie collection vans visited corporate parks and engaged people in playing tie-killing games. On Facebook a fun app called tie obituary contest was created, where people could write a fun obituary for ties and celebrate their demise.
The campaign is promoted through radio, digital, on-ground and print in select cities.
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.
