MAM
Art-E bags the D2C mandate for VIP Industries
Mumbai: Art-E Media Tech, India’s leading creative media and MarTech agency, is delighted to announce its newest collaboration with VIP Industries. In this exciting partnership, the agency will take charge of the design, development, and management of websites and D2C platforms for various brands under the VIP Industries umbrella. Established in 1968, VIP Industries is Asia’s largest and amongst the world’s leading manufacturers and retailers of luggage, backpacks, and handbags. It supplies to over 45 countries.
This milestone collaboration is set to redefine the way VIP Industries connects with its customers. By harnessing Art-E’s expertise in Martech, Creative Technology, UI/UX and eCommerce solutions, VIP Industries aims to elevate its online presence and provide a seamless, immersive shopping experience for its global customer base.
VIP Industries head of marketing Praful Gupta said ‘We chose Art-E for their ability to not just develop but also bring upon various facets of martech to the fore. Our new websites seek to capture what each individual is seeking, so as to tailor make them to suit every need with speed. Our digital-first approach is well aligned with our customer-first attitude.
VIP Industries head of digital marketing Suyash Dongre added “We are looking forward to benefiting from Art-E’s capabilities to understand the user journeys of our customers that lead to a result-driven digital experience.
Art-E chief digital officer Preetesh Chouhan was expectedly elated. “VIP Industries is a VIP win for us. It strengthens our claim of being one of India’s finest martech companies; a claim built on our multi-stack capabilities over the last few years. Really excited for the opportunity to build some world-class platforms for a world-class client.
Art-E Mediatech Pvt. Ltd. as an integrated marketing & technology agency fuses creativity & martech for their brands in India and across borders. They have offices in Delhi, Noida, Bengaluru and Mumbai covering all aspects of digital marketing. They work with industries spanning mobility, consumer durables, FMCG, heavy industries, and e-commerce among others. Their core services are social media marketing, content creation, and marketing, media buying and planning, TVCs, product and technology development, and design services.
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.
