MAM
Wizcraft wins big at the Asian Brand and Leadership Summit in Dubai
MUMBAI: The inaugural edition of the Asian Brand and Leadership Summit saw Wizcraft International Entertainment win the award for Asia’s most promising brand. Known in Indian and international circles as a pioneer in the field of events and experiential marketing in India, Wizcraft has been doing well over the years.
Asia’s Most Promising Brands and Leaders 2012-2013 flagged off The Asian Brand and Leadership Summit 2013 in Dubai. Held over two days, 26 -27 August 2013, the event is an initiative by World Consulting and Research Corporation (WCRC) and ibrands 360 research.
Speaking on the win, Wizcraft International Entertainment director Sabbas Joseph said, “This is a moment of great pride for Wizcraft, we have always strived to make a difference in the events and experiential marketing sector. We have come a long way in the past 25 years and we hope to continue creating bigger, historic and memorable brand events and properties.”
Wizcraft has been in the forefront of some of the largest events and entertainment spectaculars including the 50 Years of Indian Independence, the 30 Years of Mauritian Independence, the 10 years of the South African Freedom Struggle, the National Games Opening and Closing ceremonies, the Handover ceremony of the Commonwealth Games in Melbourne, the Opening and Closing ceremonies for the Commonwealth Games in New Delhi and the ICC World Cup Opening and Closing ceremonies.
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“This award speaks of the hard-work and determination we have shown as a company over the years. We sincerely thank WCRC and our Wizcraft Team.” added Wizcraft International Entertainment director Viraf Sarkari.
In its 25 years, Wizcraft has ventured and created many brands and International Property Rights in the film and music industry, including the International Indian Film Academy Awards and Weekend. In 2010, the GiMA (Global Indian Music Academy) Awards were initiated as a platform to honour and applaud talent in Indian music, celebrating multiple genres across film and non-film music in the country.
On winning the award Wizcraft International Entertainment director Andre Timmins said, “At Wizcraft we deliver true brand experiences to clients time and again and the Asia’s Most Promising Brand Awards is a true testament of our strategic approach. Our strength are the people behind the magic, our greatest resource.”
Wizcraft’s brand activation prowess is seen across the work done for brands such as Coca Cola, Microsoft, Nokia, IBM, Pepsi, Tata, Renault, Chevrolet, Dell, Cisco, Audi, Porsche, Jaguar Land Rover, Hindustan Unilever, P&G, Star Television Network and Sony Entertainment Television, among others.
With the theme ‘Rise of Asia’, a total of 200 brands were featured across 50 industry categories to form the Most Promising Brands of Asia, which brings to the fore companies that have shown tremendous growth in the past few years. The two day Summit felicitated brands and their leaders. 200 Most Promising Brands in Asia, Legends of Asia, Awards for the Most Promising Leaders in Asia, Special Awards in Marketing & Business were awarded for their innovation and contribution to Asia. The focus was on Brands (with revenues less than $10 billion) that are successfully taking on and beating their competitors in their respective fields through their steady growth and presence. For the first time ever, it also brought out Leaders who have led the way to make their companies ‘The Most Promising Brands’.
Speaking about the Asian brand and leadership summit World Consulting and Research Corporation editor and MD Abhimanyu Ghosh said, “This is a massive project with extensive research that has identified brands and leaders that are set to be the super-powers of tomorrow. They have been featured for the first time a singular platform aptly titled Asia’s Most Promising. With Wizcraft being the giant that it is in the activation sector, they could be ignored.”
Asia’s Most Promising is supported by Heaven on Earth Developers, Gitanjali, LR Active, WizSpk PR | Communication as the communication partner, Bright Outdoor, 360 Arc, Lama Tours, NDTV Profit, The Daily Star, Crystal Arc and Sri Hanumant Gram.
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.
