MAM
Archita Jasani joins V Hunt Digital Media as a chief operating officer
Mumbai : V Hunt Digital Media announced the recent appointment of Archita Jasani as the chief operating officer (COO). In her role, Archita will spearhead the business and distribution strategies of the ChanaJor app along with key brand functions contributing to the growth and development of the platform.
Archita brings with her more than 20 years wealth of experience from her extensive career in the media and entertainment industry, a remarkable track record in leading successful initiatives at prominent organizations such as Eros Now, Hungama, and the Times Group. Her proven expertise in international partnerships, cutting edge deals and revenue driven focus aligns seamlessly with the vision and goals of ChanaJor.
As COO, Archita will work closely with founder Pratap Jain and will play a pivotal role in establishing ChanaJor as a one stop destination for snackable entertainment content. Her leadership skills and strategic acumen are expected to elevate the company’s position in the rapidly evolving digital entertainment space.
In addition to her professional achievements, Archita holds affiliations with multiple media council organisations, further underscoring her industry insights, extensive network and her belief in elevating women to leadership roles. Her knowledge, leadership, and industry experience are expected to contribute immensely to the continued success and excellence of ChanaJor.
ChanaJor is a Hindi SVOD channel that has experienced exponential growth, boasting the fastest-growing subscriber base and viewership. The platform offers a diverse range of snackable entertainment titles and content across genres such as comedy, crime, thriller, suspense, and exclusive international drama shows in localised language.
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.
