MAM
Women Power: Anita Kotwani
As the International Women’s Day approaches, Indiantelevision.com catches up with some of the leading ladies in the media business to discuss the role of women in the current scenario. Mindshare’s Anita Kotwani shares her views on how it is to function in the media industry as a woman. With 16 years of experience in media planning, business development, marketing, media management, product promotions and team building, Kotwani is currently principal partner, client leadership at GroupM’s Mindshare.
Q: How has the business of media changed in the last decade?
A: It has been an enriching and rewarding experience through the years as the backroom media function of the erstwhile years has come to the forefront with the media agency getting an equal stake as compared to the creative agency in front of the clients.
Q: How conducive is the environment for women to thrive in the media business today?
A: This is one industry where we have seen women standing up at par with their male counterparts and in many cases are the ones leading the businesses. Recognition of the value that they bring to the business has been seen across the board and their efforts have been rewarded and recognised.
Q: What are the major challenges women face today in the media business?
A: The foremost challenge is to keep pace with the changing environment. Recognising the importance of new and emerging media, newer technologies will be critical going forward. Ensuring that we start the process of training on these mediums from the seniors would be important as otherwise you will have the younger lot being a lot savvier on the newer environments than yourselves.
Another aspect that is challenging is respecting one as a senior. As a boss you need to ensure that you add value to your employees or the staff reporting to you. The respect that you gain from them when you are able to direct, guide, motivate or delegate as per the skill / will framework is an integral part for their development. In their success lies yours and you need to ensure that you carve out their growth trajectory in the organisation.
Q: What changes would you like to see in the work environment to make it a better and more conducive place for women?
A: The constant struggle that I do see for our industry is the work-life balance that is so hard to maintain. And for women with families and children to take care of, coping with both home and work is a challenge. I would really like to see flexible hours for women so that they can balance out their family and work life. As long as they are able to deliver on the work load, giving them the flexibility to work as per their convenience would help women to continue working rather than taking the necessary sabbatical that many do once they have kids to manage.
Q: What advice would you give to the young girls entering the business of media today?
A: For a person from a law background coming into this industry accidentally, I would really like to state that this industry grows on you. It is challenging and fun, yes stressful as well, but the satisfaction of making a difference and helping brands grow is another high. To add to that, the recognition and accolades that you draw for some path breaking work you have done on brands challenges you time and again to raise the bar on the businesses one handles.
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.
