MAM
TAM to release TV viewership data on Monday
MUMBAI: After much drama and negotiations over the last few days, India will get its first television viewership data from the digital viewership with news being masked under the ‘Others‘ category. TAM Media Reseach, which had suspended the release of the data from 7 October, will unveil it on Monday morning.
The agreement between the three industry bodies – Indian Broadcasting Foundation (IBF), Advertising Agencies of India (AAAI) and Indian Society of dvertisers (ISA) -was reached today morning.
“TAM data will be released on Monday, 24 December around 10 am,” a TAM spokesperson said. “The data for news channels will be reported in Others category which includes religious and shopping channels.” The data will be for the week ended 41-50, 2012.
The industry bodies could not reach an agreement on when release of data would resume for individual news channels. “We are still in discussions with the news channels and have not arrived at any consensus.
As already reported, the News Broadcasters Association (NBA) has agreed that TAM resume reporting of viewership data from 9 January, including for individual news channels. For the period since 7 October, no individual news channel data be reported. However, other industry bodies are yet to give their consent to the proposal and no final decision has been made yet.
Earlier on Friday, TAM had said in a statement on its website that, “At the request of the Ministry of Information and Broadcasting and in concurrence with the ISA, AAAI and IBF, data of news channels is being withheld. From week 41 of 2012, data for news channels for all markets will be aggregated with ‘Others’.”
Accordingly, TAM was to release the later on Friday but decided it would first want to have “quick” consent letters from individual news channels (including members of NBA) stating their agreement with their channel’s viewing being clubbed into the category of ‘others’. Others category includes lesser viewed channels like religious channels and shopping channels.
TAM had suspended ratings of all genres from 7 October after an agreement with AAAI, ISA and IBF. It was to release data for the nine-week period of suspension on 19 December, but was asked by the Information and Broadcasting (I&B) Ministry to not resume reporting television ratings on the prodding of NBA.
Also Read:
NBA agrees to release of ratings data only from 9 January
Why news broadcasters want TAM to defer ratings
Govt pushes TAM to defer release of TV ratings data
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.
