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Bang in the Middle goes south with Kerala
MUMBAI: Bang in the Middle, a Delhi-headquartered independent agency, is entering the southern state of Kerala. It will start operations in Kerala on 14 February.
The agency currently has offices in Gurgaon, Kolkata, Chicago and New York. In Kerala, Bang in the Middle has partnered with advertising veteran from Trivandrum Satyan Nair who has been in the middle of Kerala‘s advertising industry since the mid 80s.
He has been the creative head and co-founder of Stark Communications. Between the late 80s and 2012, Nair was the lead creative person for multiple agencies in the Middle East. His longest stint was with Young & Rubicam, Dubai.
Nair said, “I think Kerala is on the cusp of some interesting changes in the advertising arena. For years, home grown brands have grown in ‘God‘s own cocoon‘, so to say, and unfortunately have not been able to upscale their communication to match the growth of national brands. Bang in the Middle will bring in a new kind of thinking. Besides, we probably will be the only agency that has the capability to address the digital marketing sphere without moving from our traditional platforms. Personally, teaming up with Pat is amazing. We go a long way back in time. And I am sure he will bring in that breath of fresh air that a new Kerala requires.”
“As a Malayalee, and as someone who‘s always been connected to the advertising industry in Kerala, I am thrilled to be able to officially start business in my home state. I am especially thrilled that I am back with my first boss (Satyan Nair), and I am sure we can together bring great value to clients in Kerala. My relationship with Satyan goes back 25 years, and without doubt, I would put his credibility, craft, and competence on par with the best in the country,” says Bang in the Middle managing partner and chief creative officer Prathap Suthan.
He added, “More than that, I also believe that we would be in a better position than most agencies in Kerala to offer a new perspective, and bring newer advertising and marketing opportunities using the power of the web.”
Bang in the Middle managing partner and chief strategy officer Naresh Gupta said, “Kerala is a brilliant market for an agency like ours. With its huge literacy levels, pulsing media, and growing digital acceptance, I cannot see why Kerala can‘t define itself as India‘s most online savvy market. From fashion, to gold, to real estate, to Ayurveda, to media, to tourism, there are opportunities for everyone. I would think that we have strategic, marketing, and creative strengths that clients would want to gain from in a hurry.”
Bang in the Middle is roughly 8 months old, and handles traditional and digital businesses for Dulux Paints, Vimal Fabrics, Hawktrack, Veen Waters, Tupperware, Zee News, iYogi, IndiaNext etc.
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.
