MAM
BBC World Service Hindi’s annual radio drama explores media race
MUMBAI: This year BBC World Service Hindi’s annual radio drama Race is a three-part look at how the market forces are dictating news content and journalism, specifically in the electronic media.
Written and produced by playwright and BBC Hindi service head Achala Sharma, Race explores how crime, sex and sensation have largely pushed development and human interest out of the news agenda. here. Explaining the theme behind this year’s play Sharma said: “Towards the end of each year I try to project the topical issues that affect the lives of everyone. In this year’s play I highlighted the media and how its competitive nature can edge out fact.”
Race will be aired in three parts on 25 December, 26 December and 27 December at 6.30 am and 7.30pm. It can also be heard on bbchindi.com BBC Hindi broadcasts four times a day at 6.30 am, 8 am, 7.30 pm and 10.30 pm and is available on short wave and medium wave radio transmitters and through cable television. Hindi speakers across the world can access BBC Hindi programmes in text and in audio at www.bbchindi.com.
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.
