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upGrad appoints Karan Raturi as general manager for North America
New Delhi: Looking to upscale its international operations, leading edtech firm upGrad has announced the appointment of Karan Raturi as general manager for North America.
A Wharton School alumnus, Raturi has held several leadership roles throughout his career. He joins upGrad from Wayfair, where he was head of business planning. Raturi has also worked as a consultant and advisor in corporate strategy, operations, private equity, venture capital, corporate development, and corporate finance with companies like IBM, Kurt Salmon, and Novartis Venture Funds, said the company in a statement, highlighting that it is looking to expand its presence and penetration in the US market with the right leadership at the helm.
Welcoming Raturi to his new role, upGrad CEO Arjun Mohan said, “Excited to have Karan join us as general manager for North America. He will be leading the P&L and will be responsible for driving revenue, along with scaling the business operations in the region. With a doubling of learners in this area organically, we are confident about the region’s prospects and certain that Karan’s skills, intellect, and leadership will help us grow as a world-class team to achieve our vision,” he said.
Commenting on his appointment, Raturi said, “I am thrilled to be part of such a robust and renowned team who have built a proven and trusted edtech brand in India. I look forward to deepening the brand’s presence in the region, and supporting learners across the US and Canada to build and accelerate their future careers.”
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.
