MAM
Ramana Babu appointed as director of marketing by DoT
Mumbai – According to the latest notification circular of DoT ( Department of Telecommunications), Ramana Babu appointed as director ( marketing) at ITI Ltd with immediate effect from 16 January 2024.
Earlier he served as principal general manager at BSNL. Earlier Ramana Babu was appointed as Director (Marketing) of ITI Limited, a PSU under the Department of Telecommunications ( DoT).
Brands
Coca-Cola launches Har Meal Aaaah campaign with Mamitha Baiju
New campaign taps Tamil food culture to make Coke the star of every meal
New Delhi: Coca-Cola is turning everyday meals into moments of delight with its latest campaign, Har Meal Aaaah, featuring Mamitha Baiju, as it doubles down on the emotional connect between food and refreshment.
At the heart of the campaign is Coca-Cola’s iconic “Aaaah”, the familiar expression after the first sip, now reimagined as a playful cultural cue that elevates mealtime experiences. The campaign film, rooted in the food traditions of Tamil Nadu, spotlights Parotta, transforming it into the quirky, memorable “Parotaaaaaah” to capture the joy of pairing favourite dishes with an ice-cold Coke.
By tapping into regional food nostalgia and everyday dining rituals, the brand aims to position itself as a natural companion to meals, not just a beverage on the side. The storytelling leans into local flavour, both literally and culturally, blending humour, relatability and star appeal.
“Sometimes, it’s the simplest moments around food that make everyday meals more enjoyable,” said Coca-Cola senior director, marketing Karthik Subramanian. “With this campaign, Coca-Cola turns these everyday dining rituals into a shared experience, using the iconic ‘Aaaah’ after the first sip to capture the simple joy and refreshment that completes every meal.”
The creative idea was developed by Ogilvy, with regional executions led by Studio X across digital films and social platforms. The campaign is already gaining traction online, with audiences picking up on the mnemonic and turning it into meme-friendly content.
“I am loving how the audience has taken to the film, and we are seeing unprecedented organic traction in the form of memes. It goes to show the power of the idea,” said Studio X creative lead Gautam Bhasin.
As brands increasingly look to localise storytelling while scaling national campaigns, Coca-Cola’s Har Meal Aaaah strikes a familiar chord. By blending regional cuisine with a universally recognisable brand cue, it serves up a simple insight with wide appeal: sometimes, the best part of a meal is the sip that follows.
