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UltraTech Cement is principal team sponsor of Rajasthan Royals
MUMBAI: IPL franchise Rajasthan Royals has roped in UltraTech Cement, part of the Aditya Birla group, as the Principal Team Sponsor for the fifth season of the IPL.
The cement brand has been associated with the Rajasthan Royals since the first season. They were principal team sponsors in 2009 and 2010 while being an on-ground partner in 2008 and 2011. The Royals also launched the team‘s new jerseys and presented their new line up, which includes five cricketers who were acquired at last month’s IPL auction.
Last year the principal sponsor was Floriana. “We are still a month away from the event kicking off. Right now we have eight sponsors. By the time the event starts, we expect to have 14-15 sponsors like last year,” said Rajasthan Royals CEO Raghu Iyer.
The other sponsors and partners include Kingfisher, Puma and TCS. Some deals are on-going while others like TCS are on a yearly basis.
UltraTech Cement business director OP Puranmalka said: “Rajasthan Royals in their previous IPL editions have stood for inspired leadership, innovation and professionalism. Driven by a team of Professionals and strategic thinkers, UltraTech, as a Market Leader and a champion brand, places great emphasis on all of these attributes too.”
Ultratech Cement Joint Executive President Shashank Awasthi said that the compabny’s marketing budget will be similar to last year. 70 per cent of the spend goes towards below the line activities. The deal with the Rajasthan Royals will help build relationships with their dealer network and customers. The company will do contests, hold meet and greet meetings with the stars for their dealers and customers. The company also does things at the grassroots level like support Dilip Vengsarkar’s academy.
Rajasthan Royals co-owner Shilpa Shetty said, “We are very pleased to have UltraTech Cement as the Royals’ Principal Team Sponsor. I am confident that with their support, the Royals, under a new captain and with the exciting new additions to our squad will be able to give our fans a lot to cheer about this season. As a tribute to our home city we have also designed a new training jersey.”
Shetty along with Puranmalka launched the team’s official jersey in the presence of team members at a glittering ceremony that witnessed the use of innovative video projection mapping to unveil the brand new jersey. The projection was used to show case the team’s unforgettable moments of victory and pride during the last few seasons.
Designed by Puma, which is the franchises‘ official kitting partner, the lightweight jersey is made with Polyester and lightweight mesh back and are made to give high breathability in soaring temperatures. With styled names and numbers inscribed in Dazzel gold, the royal blue jerseys have cut and sew panels with Dazzel inserts. In addition to this, a training jersey dedicated to the pink city of Jaipur, the team’s home, was also unveiled at the ceremony.
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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.
