MAM
upGrad acquires Impartus for Rs 150 crore
KOLKATA: Ed-tech platform upGrad has acquired the leading video-enabled learning solutions provider Impartus in a bid to bolster its presence in the higher-education space – a market touted to be worth Rs 560 crores. The ed-tech firm has committed over Rs 150 crore for the buyout and to invest in its growth.
With this acquisition, upGrad, which predominantly focuses on working professionals, will now expand its presence among Higher educational institutions & learners. Given the market opportunity, it will enable upGrad to add 50,000 paid learners in the very first year of the acquisition.
Founded by three IIT-graduates, Amit Mahensaria, Alok Choudhary, and Manish Kumar, Bengaluru-based Impartus develops cutting-edge, innovative technology solutions for education, with their core feature being virtual classrooms that allow for deep learner-teacher engagement. It was also the front-runner in allowing schools and colleges to migrate online at zero cost when the pandemic broke in 2020. The platform has successfully boarded over 280 higher educational institutes, 50,000 teachers, and six lakh learners within a short span of seven years.
“One of the major challenges faced by graduates in India is their lack of industry-ready and employable skill sets due to the inadequate curriculum of HigherEd institutions. The synergy of Impartus and upGrad will pave the way for augmenting college education by helping learners upskill with new-age courses, thus elevating their candidature for better career prospects,” said upGrad Campus CEO Amit Mahensaria.
Impartus, now a 100 per cent subsidiary of upGrad, has been integrated into the ed-tech giant’s ecosystem and rebranded as ‘upGrad Campus’. In its new avatar, upGrad Campus will target HigherEd institutions and college students, with its learning tools and world-class content, in an integrated solution. It is looking to close FY22 with around Rs 85 crore revenue, with the founders continuing to run & grow the business independently.
upGrad chairman & co-founder Ronnie Screwvala said: “Our M&A strategy is focused on creating a career ecosystem and in helping build the blocks for India to emerge as the teaching capital of the world. Aligned with our vision, upGrad Campus will bolster our presence in the university education space and help the youth of Bharat learn the necessary skill set to become more employable and join the workforce as leaders of tomorrow.”
upGrad Corporate Development and M&A president Gaurav Kumar said the acquisition opens up a larger target group, as upGrad Campus will enable both HigherEd institutions and its learners to get access to the world-class learning materials. “We welcome the team to the upGrad family,” he said.
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.
