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Star Plus puts dads in the parenting picture
MUMBAI: Who says only mums can multitask? Star Plus has just served a reality check on that stereotype with its new brand film Not Just Moms, launched at FICCI Frames 2025.
The film champions equal parenting, reminding viewers that raising a child isn’t a one-woman show but a team effort involving fathers, families, and society.
At the heart of the campaign is a familiar face, Tulsi, the beloved matriarch from Kyunki Saas Bhi Kabhi Bahu Thi. Her return in a refreshed avatar adds a nostalgic twist to a modern message, underscoring that shared responsibility at home is the ultimate family value.
A Star Plus spokesperson said, “With Not Just Moms, we want to challenge the age-old idea that mothers alone carry the burden of parenting. Stories have the power to change mindsets, and Tulsi’s comeback embodies that change.”
The campaign’s unveiling set the tone for a lively discussion between Ekta Kapoor and Smriti Irani at FICCI Frames on Revolutionising Content: Women, Television, and 25 Years of Kyunki…
Known for blending cultural resonance with mass entertainment, Star Plus continues to use storytelling as a mirror to society. With Not Just Moms, the channel reminds India that when it comes to parenting, teamwork truly makes the dream work.
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.
