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Kings XI Punjab inks six-year L&M deal with Miroma Entertainment for MG of $6 mn
MUMBAI: Indian Premier League (IPL) franchise Kings XI Punjab has inked a six-year licensing and merchandising deal with UK-based Miroma Entertainment for a minimum guaranteed amount of $6 million, a top company executive said.
The Mohali franchise will also get royalty revenues. “We expect the business to generate revenue of at least $25 million over the course of six years. Earlier we tried different models including doing it ourselves or giving it to a local agency but it did not quite work out,” Kings XI Punjab COO Col. Arvinder Singh told Indiantelevision.com.
The deal with Miroma Entertainment will expand Kings XI Punjab’s brand reach to the overseas markets where there is a strong Punjabi population.
Said Singh, “We see the US, UK and Canada as important overseas markets as they have a good Punjabi diaspora. We got feedback from our fans through channels like social networks that our products were not available there. Merchandise will include things like T-shirts, flags, key chains and scarves. As our Master Licensee, Miroma will do deals with companies in different areas like linen, food, shoes and stationery. The sky is the limit in terms of the number of licensing partners that sign up.”
The products have started to roll out and will be more visible once the IPL starts.
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Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
