MAM
Film Gate opens AI-fuelled VFX division at Yas Island to rewrite the future of cinema
MUMBAI: Abu Dhabi’s storytelling game just received a high-tech upgrade. Film Gate, a rising player in the MENA region’s media infrastructure, has launched a new visual effects and film technology division at Yas Island’s twofour54. And it’s not just about flashy post-production. This new unit wants to hardwire artificial intelligence into every reel.
The launch marks a major leap in Film Gate’s journey, with chairman Mansoor Alyabhouni Aldhaheri steering the ship. “The inclusion of AI in our workflow is not simply about innovation – it’s about making production more agile, more accessible, and globally competitive”, Aldhaheri said.
The initiative brings together a powerful cross-continental collaboration. UK-based Do It Creative Ltd and Big Films Media have joined hands with Film Gate to integrate cutting-edge AI and VFX workflows into content creation. Among the standout tools in their arsenal is Dsync, Do It Creative’s proprietary multilingual lip synchronisation tech, which has already made its mark in a recent awareness campaign. The system uses AI to produce seamless lip-syncing across languages, cutting both dubbing costs and corners.
Award-winning VFX director and Big Films Media producer Sam Bhattacharjee joins the team to elevate Abu Dhabi’s media output. “Technologies like Dsync allow us to explore new boundaries in storytelling and localisation”, Bhattacharjee said. “Abu Dhabi is leading the way in bringing technology and cinema together”.
From high-budget features and commercials to educational content, the new division aims to offer full-cycle services. And it’s not only about global expansion-local capacity building remains at the heart of the venture.
The announcement follows Abu Dhabi’s recent global first of offering Chatgpt access to all UAE citizens, making the emirate a beacon for digital innovation. Film Gate’s latest launch taps directly into that tech-forward momentum.
“This is only the beginning”, Aldhaheri noted. “We have a strong pipeline of forward-looking projects, and this collaboration allows us to deliver high-quality content while building local capabilities”.
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.
