MAM
Vodafone Idea partners with cii techsaksham project for msmes to adapt in the digital age
MUMBAI: Vodafone Idea, in partnership with Confederation of Indian Industry (CII), Ministry of MSMEs and other tech giants like Intel, Dell, HP, WhatsApp, and Banking Partner YES BANK have already initiated an exclusive digital project TECHSAKSHAM- focused on supporting MSMEs in India to become tech-enabled. Aligned with the Ministry’s aspiration of generating value-added employment, TECHSAKSHAM will address barriers faced by MSMEs in their growth and expansion. The initiative aims to bridge the gap in technology adoption through exceptional technology-driven services of VIBS and a gamut of digital-first solutions and partnerships.
TECHSAKSHAM, in its first phase, will focus on sectors that have a tendency to respond positively to adopting technology, while also creating a larger discussion in other MSME clusters. The project is envisioned to create a movement that will have a long-term impact on the MSMEs in India. Partners will extend its technology expertise in building a stable platform that will enable, SME Policy Advocacy, Tech Awareness and Technology-driven Workshops in 10 cities for tier 1 and tier 2 MSMEs. Additionally, partners are getting into an agreement with CII to build a Technology Portal to further strengthen the project.
Mr Shreekant Somany, Chairman, CII National MSME Council emphasized the need to empower MSMEs harness the next-gen technologies for sustainable growth in the global marketplace. “While MSMEs have started entering the era of Industry 4.0, the pace has been slow. Adoption of upgraded technology is usually witnessed in the medium segment of MSMEs which have the requisite resources required for the adoption of advanced technology. The phenomenon is less common in the small and micro-segments. To promote and popularise adoption of technology by the MSMEs, CII along with its Industry Partners have undertaken a massive sensitization campaign for it’s MSME members which constitutes 67% of the total membership of 9000+ through Project TECHSAKSHAM,” he said.
Commenting on the partnership, Ajay Sehgal, SVP- SME and SoHo, Vodafone Idea Business Services said, “The growth of MSMEs is critical to realise the goal of 5 trillion dollar economy by 2025. It is imperative for MSMEs to embark on the digital journey, adopt new technologies and achieve sustainable competitiveness. We are pleased to be associated with TECHSAKSHAM and firmly believe it is a great platform led by MSME ministry, CII and supported by Tech partners that gives MSMEs an opportunity to access and avail new technologies with ease. Our wide array of digital-first solutions and tools allows us to partner Small businesses to create their digital identity and provide a strong backbone in projects such as this, led by MSME ministry and CII.”
Through various policy recommendations, knowledge sessions, mentoring initiatives, and useful resource banks for MSMEs, TECHSAKSHAM will help the ecosystem address critical barriers such as awareness and cost of technology, purchase or maintenance, resources, and manpower required to run the technologies, return on investments, etc.
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.
