MAM
Coke to unveil second campaign with Aamir in double role
NEW DELHI: Manno Bhabhi is back …this time with Dinu Kaka! In continuation of the ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ campaign, the flagship brand of the company is all set to launch its second advertisement in the series.
The new advertisement, which is part II of the Thanda tele-series, has Aamir Khan essaying the roles of Manno bhabhi and Dinu kaka and goes on air today.
Since the launch of the new `thanda’ campaign earlier this summer, Manno bhabhi’s character and portrayal of a real life situation has endeared her to millions of Indians, especially housewives, an official statement from Coca-Cola India claimed. The new ad, “Manno bhabhi aur Dinu kaka” continues to pursue the central idea of driving in-home consumption.
According to Vikas Gupta, VP, marketing Coca-Cola India, “We are launching the second TVC in continuation of the ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ campaign. The first commercial in the series had a fabulous response and has strengthened Coca-Cola’s position in the home consumption market as per our market research.”
He further added, “The basic idea behind this year’s series of ads is to re-affirm the fact that Coca-Cola is a beverage for all occasions.”
Scripted in a musical parody, the advertisement captures the routine interactions between the quintessential home-maker – the Indian bahu or the daughter-in-law (Manno bhabhi), and the trusted-but-crotchety servant (Dinu kaka), of the household.
The advertisement delves on how Manno Bhabhi sweetly, but firmly, convinces the grumpy Dinu Kaka to keep Coca-Cola at home, thus reinforcing the fact that Coke is the real Thanda and also delves into consumer insights of how Coke plays a part in everyone’s lives, especially in-home situation.
The latest ‘Ghar Pe Rakhiye Thanda … Matlab Coca-Cola’ series takes on from the earlier campaign, in which Aamir Khan featured as Manno bhabi and a NRI. The TVC conceptualized by Prasoon Joshi, national creative director of McCann Erickson and directed by Abhijit Chaudhri of Black Magic Productions, goes on air today.
The `thanda matlab Coca-Cola’ campaign launched in 2002 has featured Aamir Khan essaying six distinctive characters that revolved around outdoor situations – Tapori at an Irani Café, Punjabi Framer in his field, a Nepali guide,etc.
The series has also won several awards in the past. To name a few, EFFIE gold for the second year in succession at ‘the EFFIES 2004’; Best TV Campaign ‘Thanda Matlab Coca-Cola’ at the ‘Indian Marketing Awards’; Campaign of the Year Awards presented by Advertising agencies Association of India (AAAI) and Advertising Club Mumbai (ABBY); Golden Lion Award at Cannes Festival and the most prestigious marketing award of Coca-Cola Company – “Don Keogh Marketing Mastery Award”, bringing global recognition for Indian talent.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
