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Shanghai Media Group signs new media deal for Fifa World Cup
MUMBAI: Football’s governing body Fifa’s marketing agency Infront Sports and Media has signed an exclusive new media broadcast agreement with SMG Broadband a wholly-owned subsidiary of Shanghai Media Group (SMG). The deal is for the World Cup which takes place in Germany later this year.
The rights granted are in the mobile telephony and internet arenas and include up to four minutes of video material per match for ‘near-live’ and/or delayed highlight coverage via mobile networks as well via the Internet.
SMG BB will exploit these rights on its own Internet platform and intends to collaborate with third parties in the territory for the distribution of mobile video content.
The agreement covers all 64 matches of the World Cup. It is exclusive for China, the world’s largest mobile telephony market, with more than 350 million subscribers, and the second largest World Wide Web market, with 111 million users. Additionally SMG has acquired full access to the archive material from the 2002 Fifa World Cup, which took place in Korea and Japan.
Infront CEO Oscar Frei said, “We are delighted to be working with the Shanghai Media Group in this exciting breakthrough. We already have an established relationship through Infront’s joint venture with the Chinese Basketball Association and Shanghai Media Group is also the official broadcaster of the Chinese Super League in football. They are as dedicated to sport as we are and our partnership will mean that – together – we can conquer another new frontier in coverage of the Fifa World Cup.”
SMG is a multimedia television and radio broadcasting, news and Internet company.
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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.
