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IIFA Charity Cricket Match to be held in South Africa
MUMBAI: Sony Entertainment Television’s (SET) obsession with cricket continues. SET had acquired the exclusive rights to air the Samsung IIFA awards. The International Indian Film Academy (IIFA) has announced that as a precursor to the much awaited Samsung IIFA Awards 2003, an IIFA Charity Cricket Match will be held on 15 May 2003 from 4.00 pm at The Centurion Cricket Ground, Johannesburg, South Africa.
The match is being held to provide aid to the behind-the-scenes staff of Indian cinema. These would include technicians, light boys, assistants and the likes, states an official release. Part of the proceeds from the match in Johannesburg will also go towards South Africa’s ‘Northern Cricket Union Development Programme’ .
The match would see a total of 40 players with three teams playing in the round robin format in matches consisting of eight overs each. The winners will be awarded medals. Professional commentators along with actors from Indian cinema will provide commentary for the match, the release adds.
“Cricket and cinema in India can be best described as a passion in this country. Being the ‘official sponsor of digital passion’, it is but natural for us to be associated with both of these. We will be leveraging both these associations in the coming months to reach out to more and more of our consumers all over the country,” Samsung India director R Zutshi is quoted as saying in the release.
Conceptualised by Wizcraft International Entertainment, the charity match will see Team Samsung – Harbhajan Singh, Dinesh Mongia, Mohammad Kaif, Zaheer Khan and Anil Kumble join hands with Kapil Dev, Ajay Jadeja, Mohammed Azharuddin and Bollywood stars like Suniel Shetty, Anil Kapoor, Salman Khan, Akshaye Khanna, Rahul Khanna, Zayed Khan, Fardeen Khan, Abhishek Bachchan, Saif Ali Khan, Arbaaz Khan, Sanjay Kapoor, Bobby Deol, Shilpa Shetty and others; South African sport stars including Lance Klusener and South African celebrities too will pit their talents on the cricket field. It is interesting to note that Azharuddin and Jadeja will be playing together outside the country for the first time after the BCCI ban.
According to the release, Suniel Shetty, Anubhav Agarwal from RNA Mirage Builders; Samsung India, Mehul Choksi from Gili; Sony Entertainment Television and B V Rao from Venky’s Chicken have been instrumental in helping put the IIFA Charity Cricket Match together.
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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.
