MAM
BSLI spins up three-pronged ad strategy
MUMBAI: Birla Sun Life Insurance (BSLI) is seeking new ways of perfecting the art of giving a 360 degree marketing and communication spin to support its direct sales team.
BSLI has undertaken three promotions in the period from August end to September end. These three promotions cover specific segments of the market like the domestic airline travellers, airline promotions and Hutchalive, the SMS broadcast subscriber campaign.
The following campaigns have been planned:
* Newspaper stickers: Covering newspapers in ‘business class’ and ‘economy’ in Jet Airways, the promotion will last for one month. The sectors being covered are Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad. The company says, about 510,000 newspaper stickers have been manufactured . The message is “Together for Life”- Life Insurance and Investment.
* Boarding passes of Indian Airlines: For one month, the reverse of 600,000 boarding passes will carry the advertising tag line Together for Life”- Life Insurance and Investment.
* SMS messaging of a contest to HutchAlive subscribers: SMS or mobile phone advertising has been heralded as the next generation communication. This BSLI promotion has already commenced. The taregtted subscriber base is about 450,000. There are 100 early bird prizes everyday for the five days of the contest. There are two final prizes of a stay at Taj Exotica.
BSLI vice president (marketing and communication) Anjana Grewal claims that each of the above promotions will deliver value for money spent.
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.
