MAM
UK media regulator proposes content-based programme labelling
MUMBAI: Television networks in UK might consider rating their programmes according to the levels of sex and violence they contain. The proposal set out by Ofcom, the media regulator in the UK, has asked the broadcasters to mull over whether a “labelling system”, similar in principle to that used in cinemas, could be adopted for the small screen.
Ofcom is the regulator for the UK communications industries, with responsibilities across television, radio, telecommunications and wireless communications services.
Ofcom has pointed out that some broadcasters like Five and Sky have already labelled certain programmes according to their content.Ofcom intends to have consultations with the main broadcasters and other relevant organisations, such as internet service providers and the British Board of Film Classification, which runs the film rating system. Issues like, different episodes of programmes in the same series attracting different ratings; the difficulties in finding agreement about deciding on the regulators of the scheme, are expected to figure in the discussions.
Tim Suter, partner for content and standards at Ofcom, has been quoted in media reports as saying, “It made sense for us to see whether this is one of the sorts of places where we could add value. We will need to see whether it is desirable, and if it’s desirable, whether it’s feasible.”
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.
