he association between brands and films has come of age. Leave alone in-film placements and co-branding activities, brand names have begun making an appearance in movie titles. Internationally, this was done with movies like The Devil wears Prada and The Coca-Cola Kid, among others.

In India, the most recent example of this is 26th July at Barista, which is based on a true story of some people who took refuge at Barista on 26th July 2005, when rains lashed Mumbai. Talking about how the placement of the 'Barista' brand name in the movie title took place, Rini Dutta, vice president, marketing and product development, Barista Coffee Company explains that on 26th July 2005, when people were faced with problems in going home, a lot of Barista guests took shelter at the store. In this situation, Barista stores stayed open for over 36 hours, providing shelter, support and succour for those stranded in the city. ... more