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EFY Enterprises to spend Rs 20 million on ad campaign
MUMBAI: EFY Enterprises, publishers of many leading magazines such as Electronics For You, Linux For You, i.t., Facts For You and ePower will be spending Rs 20 million on multi-media campaign in prominent publications, TV channels and ground events.
The group claims to have a cumulative readership of half a million across all the publications.
The campaign kicked off with the announcement of two major events – Linux Asia 2004 and EFY Awards 2004. Linux Asia 2004 is Asia’s biggest conference and exposition of Linux. It will be held from 11-13 February 2004 at The India Habitat Centre, New Delhi. The group has also announced EFY Awards 2004, the biggest ever Electronics awards, in which top organisations and individuals in the electronics industry will be honoured.
Talking about this campaign, EFY Enterprises’ managing director Ramesh Chopra said, “For the past 34 years, we have been pioneers in the areas of technology. Our efforts have been widely appreciated in that area – particularly electronics, Linux and general IT. This campaign is aimed at spreading awareness about us to those outside the technical fraternity. Technology is being more and more consumer friendly and our publications are now of a greater interest to the general public than ever before.”
The company has also launched a series of new initiatives. Linux For You has setup LFY Labs – one of the most advanced Linux Labs in the country. LFY Labs has produced LiFY (Linux from India for you) that is aimed at increasing the usability of Linux for practical purposes. The various versions of LiFY launched include education, multilingual, developer and administration.
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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.
