MAM
Angshuman Chowdhury joins brand consultancy Shining Emotional
NEW DELHI: Angshuman Chowdhury has joined brand consultancy firm Shining Emotional Surplus Pvt. Ltd. as President. Shining specialises in aligning corporations for end-user benefit.
An official statement from Shining Emotional quoted Shombit Sengupta, founder and creative strategist of Shining Emotional Surplus as saying, “Angshuman will add the breadth of rigorous financial validation to strengthen the rational delivery of Emotional Surplus from Shining.”
“With his long years of marketing financial services in India and overseas, Angshuman will add value to the enlarged services we now offer,” the statement, quoting Renee Jhala, Managing Director, stated.
Shining’s concept of Emotional Surplus is a proven engine that has successfully driven the key result areas of different corporations such as Wipro, Britannia, Hindustan Lever, Jubilant Organosys and Marico, and internationally of Danone, P&G, Bristol Meyers Squibb, Adidas, Nivea, Unilever and Remy Martin, among others. Shining Emotional Surplus has provided these corporations end-user benefit driven corporate alignment. Each of these strategies have been designed and implemented with a tailor made content of enduring emotional surplus for the end-user, which has put them beyond the reach of competitors. As a result, all these clients have achieved sustainable and profitable growth.
Using its international expertise Shining is now offering four specific services in India and the Asia Pacific region. They are shareholder wealth creation, brand value creation, retail ROI strategy and world class durable bio-design.
Sengupta further said that Shining Emotional Surplus has always provided creative solutions with a rational base for the business growth of clients and that Angshuman will contribute significantly to value creation through cost efficiency.
His role will encompass the strategic vision of clients by enhancing the rational base of Shining’s deliverables. As part of the Shinings’s team, he will guide Shining’s strategy to strengthen the backbone of clients’ long-term sustainable wealth creation.
Angshuman joined Grindlay’s Bank (now Standard Chartered Bank) in 1981 as Senior Consultant, became their Business Head in Eastern India, and was then seconded to London with responsibilities of risk management in Asia, Middle East, Europe and Private Bank. On his return, he created their Mutual Fund business in India, launched Retail and Institutional distribution for Third Party Fund products, and set up ANZ India Research to undertake economic, sectoral and equity research to support the Corporate Finance activities.
In 1998 Angshuman moved as Head of Finance to Praxair India, a part of $6 billion Praxair Inc. USA. In 2000, he joined the HSBC Group’s Teamasia Semiconductors as Director and CFO, and completed their take-over of IMP Inc. a Californian NASDAQ listed company.
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.
