MAM
Tempo collaborates with Mumbai’s ‘Dabbawalas’
MUMBAI: Sweden-based SCA’s hygiene brand, Tempo has initiated an on ground activity in Mumbai. This campaign is basically rolled out to spread awareness on cleaning hands and using a sanitizer.
The brand has collaborated with Mumbai’s Dabbawalas at the hands of celebrity Karishma Kapoor to spread the message of hand hygiene to 1,00,000 smart foodies to follow a healthy way of eating by using a sanitizer before eating and a tissue after eating food.
Commenting on the campaign imitation, SCA MD Cecilia Edebo said, “Promoting good hygiene in sync with the local Indian eating habits, SCA aimed at bringing a smart way to enjoy food anytime and anywhere to the Kerala market. psLIVE has been an integral part in helping us achieve the same. We look forward to engaging them in our endeavor to spread our products and message on pan-India basis.”
“We are excited with the success of this campaign. With an insightful team and extensive research we are eager to continue ideating and executing campaigns that will help the brand enhance their presence in the Indian market,” added psLIVE vice president Sidharth Ghosh.
As part of the campaign, Mumbai’s famous Dabbawalas, gathered together at various locations and placed a pack of Tempo Pocket hanky tissues and a 15ml bottle of hand sanitizers in Smart Foodie bag to 20,000 dabbas on the first day of promoting the real joy of eating with hands instead of fork and spoon. It can be observed that the brand also collaborated with fast food chain McDonalds extensively when it was just launched in the market.
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.
