MAM
Jitender Dabas joins McCann Delhi
MUMBAI: McCann Erickson has roped in Jitender Dabas McCann Delhi to head and strengthen its planning function.
In his new role, Sandip Mahapatra, Dabas‘ predecessor at McCann, will spearhead integrated planning for McCann Worldgroup.
In his previous stint, Dabas was working with JWT as executive planning director and vice-president.
Said McCann Worldgroup executive chairman Prasoon Joshi, “I immediately knew that Jitender is the kind of planner I have always respected. Incisive, clear thinking, passionate, he has vision. His reputation precedes him and I am looking forward to having him work along with our Delhi branch on our extensive brand portfolio.”
An IIT Delhi Alumnus, Dabas has spent 14 years in the advertising and communication industry. Starting as an account management executive with FCB Ulka, he moved on to strategic planning with Grey and was with the JWT Delhi branch for the last five years.
Dabas has worked with brands such as Compaq Presario, GPI, Hyundai motors, SBI, Aviva, GE Money, Hero Honda, Nokia and Pepsi Foods.
Last year Dabas also won WPP‘s Atticus award for original thinking in marketing and communication.
MAM
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.
