MAM
upGrad on-boards Rakesh Raju as director of brand marketing
Mumbai: Strengthening its leadership team, Asia’s higher Edtech major upGrad has announced the appointment of Rakesh Raju as the director of brand marketing.
In his new role at upGrad, Rakesh will be responsible for formulating go-to-market strategies and driving high-impact marketing initiatives to further strengthen the brand’s identity across online and offline channels.
An IIM Calcutta alumnus with over 12 years of work experience, Raju has led several marketing portfolios across FMCG and telecom industries. In his last stint with CavinKare, he joined as a senior brand manager and went on to head the e-commerce business and was subsequently promoted to a leadership role to manage the haircare portfolio for the domestic business. Prior to CavinKare, Rakesh had worked with Airtel as a senior product manager for the Telecom and airtel money business verticals.
Welcoming Rakesh to his new role, upGrad head of marketing Ankit Khirwal said, “We are elated to have Rakesh Raju on board. His business prowess and experience in leading brands’ marketing efforts make him an ideal choice for upGrad, especially at a time when we are growing by leaps and bounds and such strategic hirings shall further help us to drive maximum campaign-performance efficiencies.”
“The timing couldn’t have been any better – I am excited to join upGrad at such an important business juncture. I’ve always admired the leadership and the brand from the other side and now is the time I get to work with them closely for creating a stronger brand niche within an overcrowded space. Driving impactful education for millions requires commitment, and I hope to use my acquired skills and knowledge in a most optimum way to strengthen upGrad’s stature as the ‘higher-ed leader’ across levels,” concluded Rakesh.
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.
