MAM
Akshay Mathur exits Tyroo after a decade of dealmaking and digital domination
MUMBAI: For a man who’s helped launch more platforms than most people can name, Akshay Mathur knows when it’s time to log out. After a 10-year ride at Tyroo (part of the Smile Group), the digital advertising heavyweight has officially stepped down, closing a chapter that helped define Asia’s adtech playbook.
Mathur has built a career few can rival, working across the digital trenches at marquee names like The Times Group, Yahoo! India, People Group, Komli Media, SVG Media, Dentsu, and most recently Tyroo. His name has become synonymous with unlocking monetisation potential, building revenue-first operations, and striking platform partnerships that actually scale.
“I’ve been incredibly fortunate to work with some of the most dynamic people, partners and platforms in the industry”, said Mathur. “Each chapter has been about building, learning, and growing – and I’m looking forward to carrying that momentum into what comes next.”
While his next move remains under wraps, the speculation machine is already humming. And for good reason. Mathur’s fingerprints are all over Asia’s digital economy. From go-to-market playbooks to cross-functional growth machines, he’s been the architect behind some of the region’s most strategic monetisation efforts.
In a 25-year career that reads like a roadmap of the region’s digital evolution, Mathur has played a starring role in scaling global platforms and adapting them to Asian nuances. Think enterprise sales, partner-led monetisation, and performance-brand hybrids—he’s been there, scaled that.
Widely viewed as a key force in the rise of platform-led adtech in Asia, Mathur departs Tyroo with his influence very much intact and his next move eagerly anticipated.
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.
