MAM
Sri Sri Tattva runs #AskSriSriTattva campaign in regional languages on ShareChat
MUMBAI: Amidst COVID19 crisis worldwide, Sri Sri Tattva has announced a four-day #AskSriSriTattva campaign on ShareChat platform, in seven major regional languages including Hindi, Gujarati, Marathi, Tamil, Telugu, Malayalam and Kannada. The four-day campaign launched by the brand aims to drive awareness around Ayurveda and to address queries on boosting immunity and taking preventive measures in this tough situation.
As a part of this campaign starting 30 March 2020 on ShareChat, users are invited to post their questions to learn about healthy practices through Ayurveda and lifestyle improvements. Ayurveda Vaidyacharyas of Sri Sri Tattva would answer these questions from different locations across India, in the languages of users choice, via video posts on ShareChat.
Commenting on the Campaign, #AskSriSriTattva, Tej Katpitia, CEO, Sri Sri Tattva CEO Tej Katpitia said: "It is a testing time for our country and the world. It is each individual's responsibility to be a part of the solution, the most basic need being social distancing and staying at home. Those in essential services need the prayers and support of the entire nation. Sri Sri Tattva's efforts for driving the #AskSriSriTattva campaign in seven regional languages on ShareChat aims at educating the masses on the benefits through Ayurveda to build ones Immunity and we are sure that with ShareChat's reach there will be last mile reach in connecting regional audiences. We hope that our initiative will be able to help people in taking measures to safeguard their health and wellbeing in these times."
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.
