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Suman Srivastava is vice chairman and chief strategy officer of FCB Ulka Group
MUMBAI: FCB Ulka Group chairman and CEO Rohit Ohri announced the appointment of Suman Srivastava as vice chairman and chief strategy officer, FCB Ulka Group.
Commenting on the appointment, Ohri said, “Good people make good things happen. That’s my guiding principle as I build my leadership team at FCB Ulka Group. In Suman I see a brilliant mind, a deep passion for brand building and inspiring leadership. I’m delighted to have him as my strategic partner as we write a new chapter in the history of FCB Ulka in India. ”
A graduate from Delhi University, IIM Ahmedabad and IMD Lausanne, Suman started his career with the Lintas Group and was part of the team that set up SSC&B. He then moved on to Euro RSCG in India and eventually became its CEO as well as Chief Strategy Officer for its Asia Pacific region. Suman then turned entrepreneur and started a strategic consulting firm – Marketing Unplugged, which will now be a part of the FCB Ulka Group.
As he takes charge in his new role, Suman Srivastava said, “I seem to change jobs every year in which India hosts the cricket world cup. I started my career in Lintas in 1987, then moved to Euro RSCG in 1996 and started Marketing Unplugged in 2011. I am thankful that Rohit offered me such an exciting new role just in the year that India is hosting the T20 World Cup. That ensures my record stays clean. And given that India is not likely to host another world cup for many years, I look forward to a long and happy tenure at FCB Ulka.”
Going forward Suman will oversee strategy and all related functions for the Group, including Strategic Planning, Cogito Consulting, Asterii Analytics and Marketing Unplugged.
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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.
