MUMBAI: The contest season has begun once again. While most of the mainstream channels are cashing in on the World Cup, a few have dared to go against the tide. The latest in the offering is the Barista - Star World Absolutely Everyday contest, launched in a bid to leverage co-marketing opportunities and strategic alliances.

Barista Coffee, South Asia's largest retailer of fine coffees has tied up with Star World to launch the contest which promises its winners some exciting prizes like a trip to Bangkok, Swatch gold finger watches, Welcome holidays from ITC Hotels and a set of Bose speakers.

The contest requires participants to avail a Barista - 'Star World Absolutely Everyday' card by drinking Barista coffee which also entitles the holder to a complimentary beverage after consuming four beverages. In order to enter the contest card holders need to answer a simple question based on Star World, states a press release.

" For both Star World and Barista , the brand fit is perfect-young, aspirational and happening. We hope the new tie up will go a long way in further establishing the two brands", Star India COO Sameer Nair is quoted as saying in the release.

Last month a similar tie up had been announced between B4U and Cafe Coffee Day.

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