MAM
Arrow launches shirts with self-adjustables collars
MUMBAI: Arrow has launched unique shirts with self-adjustable collars. An initiative of this kind has been undertaken for the first time by any apparel brand in the country.
Over the last decade, Arrow has multiple ‘firsts’ to it credit such as Bespoke, Adjustable trousers, Unstainable shirts, double layered collars and box pleat at the back of a shirt.
“Arrow has a deeper understanding of the unique needs of the discerning gentleman. The collar size across brands is standardised, wherein the body and collar specifications are pre-fixed. However, many a time, neck sizes do not usually match the collar size, leading to inconvenience while wearing a tie – and discomfort right through the day. Keeping this in mind, Arrow has launched the self-adjusting collar, offering comfort while wearing ties,” said Arrow business head Janak Dave.
The adjustable shirt line is crafted in superfine two-ply cotton, and is available across a range of subtle colours: white, blue, beige, grey and yellow. The line is available in all exclusive stores of Arrow across the country and is priced at Rs 1395 onwards.
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.
