MAM
After scholarships, ‘chase your dreams’ with [V] and Rai University now
MUMBAI: After offering scholarship to 81 finalists of Coke [V] Popstar Hunt 2, Rai University has again joined hands with Star’s music arm Channel [V] to organise the ‘Chase your dreams’ contest.
The university will be giving one-year scholarships to 200 students who qualify an aptitude test.
Conducted in 18 locations across the country, the aptitude test will be held on 5 October 2003. The test will gauge the suitability and aptitude of contestants and match them to the career of their dreams. Career options at Rai University span from management to design, law to media.
As for Channel [V], they too will give six lucky graduates a chance to work with the biggest names in the media and fashion industry. Intersted candidates can log on to the channel website: www.vindia.com for more details.
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.
