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.
Brands
Radio City names Brijesh Magoo as national brand solutions head
Former Ishq FM programming lead to drive creative and revenue strategy
MUMBAI: Radio City India has appointed Brijesh Magoo as national head for brand solutions, strengthening its creative and content-led offerings as it looks to deepen advertiser engagement.
Magoo steps into the role after a brief stint as consultant for creative solutions at Radio City, where he worked on shaping integrated brand propositions. In his new position, he will lead the network’s creative solutions arm, focusing on building branded content, driving revenue opportunities and enhancing client partnerships.
He brings with him over a decade of experience across radio programming, content strategy and creative leadership. Most recently, he served as national programming head at Ishq 104.8 FM, where he led content strategy and programming initiatives at a national level.
During his time with Ishq FM, Magoo held multiple leadership roles, including national creative lead and head of programming, as well as programming head for Mumbai. His work spanned content development, audience engagement and format innovation, helping shape the station’s identity in a competitive radio landscape.
Prior to this, he spent six years at Red FM, rising from executive producer to assistant programming head, where he honed his skills in creative direction and on-air content strategy. He also had a brief stint as head of copy at Jack in the Box Worldwide, adding an agency perspective to his portfolio.
Magoo is an alumnus of Mudra Institute of Communications Ahmedabad, where he specialised in creative communications, and holds a degree in management studies from University of Mumbai.
His appointment signals Radio City’s continued focus on content-driven brand solutions, where storytelling and advertising increasingly go hand in hand. As audio platforms evolve beyond traditional broadcasting, Magoo’s blend of programming and creative expertise could help the network tune into new growth frequencies.
