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Concern India aims to curb vaccine hesitancy with a new social campaign
Mumbai: Even as India rushes to reach its goal of vaccinating 100 per cent of the eligible population, many are still hesitant to take the jab against Covid-19. Keeping this in mind, Concern India Foundation, a non-profit organisation has launched a social campaign in areas of Bangalore with high vaccine hesitancy. With the help of community leaders, the foundation has created a unique audio appeal called the Divine Voice.
“The temples and mosques in India have speakers. These speakers usually broadcast prayers and holy messages. Concern India weaved vaccination messages into these prayers. These messages were then broadcast live through these speakers by the community leaders themselves,” said the statement.
“Though vaccines were available, there was a poor turnout in the vaccination camps. Our discussion with Ogilvy led to launching the campaign,” commented Concern India deputy director Pampa Chowdhury. “Initially we were apprehensive whether it would work. But with immense cooperation from all the stakeholders, the campaign worked. People showed up in numbers, creating a model that can be used as an awareness tool.”
According to Chowdhury, “Earlier only about 30 or so people would turn up for vaccination. But after the campaign, more than 200 people were vaccinated per day, and more were in waiting.”
Encouraged by the positive response to the campaign, Concern India Foundation is looking to expand its Bangalore model to more areas. “We will continue with the vaccination drives using this model…religious influences can be a catalyst of social change,” Chowdhury further said.
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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.
