MAM
C&S TV homes see 115 % growth since 1998
The South has experienced the most C&S growth with the figure standing at 54 per cent. In the East and West it is 14 per cent while in the North it is 19 per cent. The South has a 47 per cent share in C&S homes. There are 15.3 million C&S homes in rural India. In Urban India there are 27.9 million homes. In Rural India, television penetration has grown from 18 per cent in 1998 to 28 per cent this year.
The Media Research Users Council (MRUC) and Hansa Research held a forum on the latest findings of the Indian Readership Survey (IRS). A presentation was made on television viewing in villages.
Ten Sports beats ESPN Star Sports on viewership
As far as programming is concerned in the sports genre IRS Yesterday Viewing for the period January 2004 – December 2004 shows that Ten Sports had an All-India viewer per cent share of 0.8. Star Sports had a share of 0.6. ESPN had a share of 0.5. DD Sports had a share of 0.3. The gap becomes more narrow when you look at Rural India. Ten has a share of 0.2 versus 0.1 for DD
Sports.
Aaj Tak, DD neck and neck on news front
In the news channel segment Aaj Tak and DD News are neck and neck with a 3.3 per cent share each all India. At the rural India level while Aaj Tak’s share is 0.5 per cent DD News’ share is 2.2. IRS also did a comparison between DD and mass Hindi C&S channels in rural India. DD has a share of 19.5 per cent followed by Star Plus at 6.9 per cent and Sony at 3 per cent. DD also tops in terms of genres watched. At the all India level any DD channel has a share of 20.7 per cent followed by 13.6 for regional C&S channels and 8.5 per cent for mass Hindi channels.
In rural India in terms of genres watched the share of mass Hindi entertainment channels falls to 1.5 per cent. It is 17.8 per cent for any DD channel and 8.9 per cent for regional C&S channels. News channels enjoy a 2.7 per cent share in rural India. At the all India level their share goes up to seven per cent. Hindi movie channels have a 0.8 per cent share in rural India. At the all India level the share goes up to 4.2 per cent. English movie channels not surprisingly are way below with an all India share of 0.8 per cent.
State wise in Kerala as per IRS Yesterday Vewing Data for January – December 2004 Asianet had a share of 29.3 per cent followed by Surya TV with 27.3 per cent and DD National with 25.2 per cent. In Karnataka Udaya TV leads with a 30.6 share followed by ETV Kannada with 18.6, Ushe with 13.3 and DD1 (National Network) with 13.5 per cent share.
The Sun shines bright in Tamil Nadu with a 51.8 per cent share followed by KTV with a share of 18 per cent and Jaya TV with 11 per cent. In Andhra Pradesh Gemini and ETV are split with a 38.4 per cent share. In rural areas though ETV is slightly ahead with a 34.5 share versus 31.8 for Gemini.
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.
