MAM
GroupM India’s 2024 TYNY Report unveils surprising trends and insights
Mumbai: GroupM India has released its annual This Year Next Year (TYNY) report on 13 February 2024. The overall ad revenue is expected to reach Rs 1,55,386 crore in 2024, with an incremental Rs 14,423 crores compared to 2023.
GroupM South Asia CEO Prasanth Kumar said, “Despite facing macroeconomic challenges, we remain optimistic about the industry. At 10.2% India will be the fastest growing top market. 2024 will also see an upside from the spends leading to the General Elections. Digital particularly retail media and digital extensions of TV are expected to drive the growth. SME continues to fuel the growth. Linear TV is at a point of inflection and needs to be enabled with rapid deployment of technology to stay relevant.”
GroupM – India president – Investments, Trading, and Partnerships Ashwin Padmanabhan said, “The advertising landscape is evolving with the fragmentation of search, rapid rise of influencer marketing and retail media. Reflecting this, at INR 88,502 crores of the overall INR 1,55,386 crore, digital will contribute to 57% of all ad revenue. Within digital ad revenue, search contributes 22%, retail media 18% and the rest 60%. Sectors like Auto, Realty and Offline Retail are expected to power the overall advertising growth.”
GroupM India business Intelligence head Parveen Sheik said, “Global advertising presents a steady picture: a projected 5.3% global growth in ad revenue for 2024, reaching $936 billion, with digital leading the charge at a commanding 79% share of all ad revenue. India continues to be ranked 8th globally and its ad revenue growth among its peers is a testament to its potential and resilience. Adaptability is key to navigating an evolving advertising landscape amidst inflation and geopolitical tensions.”
The GroupM TYNY report also unveiled several evolving trends for 2024.
Key trends include:
1 Increasing influence of gen-alpha will drive distinctive marketing strategies
2 Attention Planning – customising insights for actionability
3 21% of television homes to be addressable in 2024
4 Sports to focus on immersive experience journeys
5 Brand marketing becomes more accountable on performance, breaking silos
6 Step-up on search
7 Ecommerce drives deeper into organisations
8 India’s general & modern trade getting digitized leading to rise of omni channel commerce
9 Rapid developments in AI will transform media, messaging, and measurement
10 AI & technology dominate the content landscape & creator economy
11 Importance of niche consumer segments will power the growth of micromarketing
12 With consent becoming critical, zero party data will empower various areas of marketing
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.
