MAM
Whirlpool earmarks Rs 15 mn as marketing spend for Diwali promo
MUMBAI: Home appliance manufacturer Whirlpool has unveiled its festival promotion called ‘Sab ka Jashn Sab ki Jeet’.
The promotion will run across the country until 31 October. The total ad and marketing spend earmarked for the Diwali promotion this year is in the range of Rs 120-150 million.
The company is offering a cash voucher from Yatra.com worth Rs 2300 as an assured gift to its customers on every purchase of a Whirlpool appliance. The voucher will entitle the customers to avail a discount of up to Rs 1,000 on flight bookings and Rs 1,300 on hotel bookings through Yatra.com. The vouchers can be redeemed until 31March 2012 for travel and stay till 30 September 2012, allowing consumers sufficient time to plan their vacation.
Additionally, Whirlpool is also offering a sumptuous discount of 40 per cent on Whirlpool air conditioners to 25,000 customers who will be chosen through a scratch card.
Whirlpool India has also launched a series of products in sync with the festival season. The company has launched new models in top loading washing machines with 2 capacity points 7kg and 7.2kg and front loading in 5.5kg capacity. The all new 360° Bloom Wash, the washing machine with a different washing technology, has been launched as a part of festive as well as Whirlpool Corporation’s 100 years celebration.
Also ‘Whirlpool ACE washstation’ has been introduced at a new lower capacity point of 6.8kg. Whirlpool has also launched new models in Microwave Grill and Convection segment and new colour finishes and capacity points in its Refrigerator range.
As a part of the consumer promotion, the company would be giving away gifts worth Rs 1.50 billion during the festive season. The Diwali promotion and the newly launched products will be supported in print and radio and through a host of innovative activities such as OOH, digital & outdoors.
Whirlpool India VP- corporate affairs and strategy Shantanu Dasgupta said, “We are extremely delighted to launch innovative consumer offer ‘Sab ka jashn Sab ki jeet’ for all our customers during this festive season. To enhance the festive fervor we are offering a new range of products across different categories. With a target to grow at 15-20 per cent over last year, we are aiming for sales of around Rs 7 billion during this festive season.”
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.
