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.
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
