MAM
upGrad appoints Anuj Vishwakarma to head its online higher-ed programs
Mumbai: upGrad, one of Asia’s higher edtech companies has announced the appointment of Anuj Vishwakarma as president for its online higher-ed programs.
In his new role, Anuj will be responsible for building the online higher-ed vertical for creating a long-term strategic moat and also implement growth best practices for scaling the business.
Vishwakarma is a seasoned growth leader with over 10+ years of rich experience building high-growth consumer businesses in the fintech, online retail, and offline retail industries. Prior to upGrad he has driven growth for leading consumer internet players like Myntra, Paytm and Ola. He has led high-profile assignments at Ola as revenue & growth head and at Paytm as growth head for Travel Business.
An MBA degree holder from IIM Bangalore and a National Institute of Technology (NIT) Bhopal, alumnus, Vishwakarma has a constant hunger for growth and has a track record of building large businesses through sustainable growth strategies. He will operate from upGrad’s Bengaluru office and will also collaborate with the multiple teams across upGrad divisions to scale their program vertical.
Welcoming him, upGrad co-founder and managing director Mayank Kumar commented, “We operate in a golden era where the demand for online higher education will continue to propel and therefore, we need a solution-focused leader who comes with strong hands-on skills. Vishwakarma, for his domain inclination, is best suited to perform in-depth market research and consumer insights to spearhead our vertical growth. His efforts will further solidify our core business while also enhancing our domestic LifeLongLearning suite.”
“I am humbled to be a part of this dynamic leadership team who knows no limits. upGrad’s vision is synergistic and I look forward to utilizing my domain expertise for building a stronger business foundation for driving career outcomes of our potential learners. This will help me contribute towards strengthening the brand’s reputation across a wider audience,” concluded Vishwakarma.
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.
