MAM
Allen Solly unveils spring summer collection
BANGALORE: They dared you to be different – to embrace the unconventional – to make everyday a Friday and give in to Friday dressing. Stop wearing uniforms to work in the Indian boardrooms, they said. They’d also created a work wear brand for Indian women who dared to be different in the past.
Allen Solly has now launched their Spring Summer Collection at the Castle India Mens’ Fashion Fair (CIMFF) at Bangalore with a fashion show. ‘Solly at Work’ is the theme of the ad campaign created by O&M. The ads portray ‘The Alternate Work Zone’ where professionals have gone from having a boss to being entrepreneur.
Solly’s all-new advertising campaign ‘Solly at Work’ revolves around such aspiring professionals who inspire others to lead a path of ‘Unconventional Professionalism’. To prove a point, some ‘Friends of Solly’ walked the ramp at the fashion show-these included Spa owner Deep and Bangladesh’s ex-model and fashion designer Russel. Bollywood’s Rahul Dev was among the others who took part in Solly’s fashion show.
The ad budgets for this campaign are around Rs 100 million towards the print and the outdoor media. TV campaigns are also in the offing in a few months.
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.
