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Hrithik Roshan is Rasna’s new brand ambassador
MUMBAI: Rasna, which claims to enjoy a 93 per cent share of the soft drink concentrates market, has announced that Bollywood star Hritik Roshan is its brand ambassador.
As part of Rasna’s marketing strategy for the summer, Roshan will star in Rasna’s ad campaign along with the naughty and smart Rasna kid, Anuj Pandit. Veteran adman Prahlad Kakkar has directed the two new television commerial’s (TVC’s) for Rasna’s range – Rasna JucUp and Rasna Cola Cola that will hit television channels soon.
Rasna chairman and MD Piruz Khambatta said, “Hrithik Roshan is the perfect fit to Rasna’s philosophy and ideals. He loves kids and is adored by kids and adults alike. Hrithik is the epitome of strong family values and honest commitment, similar to the values that Rasna embodies. Together, he and Rasna symbolise true Indian values and strengths.
“Hrithik’s excellent health and fitness not only in reel life, but also real life embodies the passion that drives Rasna to provide its customers with healthy and high quality products! We take pride in being a brand trusted and loved by people of all ages, across India and are committed to providing the best quality, healthy soft drinks for all to enjoy.”
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.
