MAM
Indian Olympic Association onboards Borosil as associate sponsor
Mumbai: Consumer ware brand Borosil Ltd on Tuesday announced that it has renewed and expanded its sponsorship with The Indian Olympic Association (IOA) and has become their official associate sponsor for the Indian contingent. Under this sponsorship, Borosil will provide support for Indian athletes leading up to the upcoming Asian Games, Commonwealth Games, and the 2024 Olympics.
This extended collaboration will grow Borosil’s reach and have a positive impact on the Indian sporting ecosystem, the company said in a statement.
“We are extremely pleased to strengthen our partnership with Borosil Ltd which has been beneficial for all our Indian athletes,” said IOA secretary general Rajeev Mehta. “Borosil is a trusted homegrown brand that has touched all our lives with healthy nutrition and hydration. I would like to thank Borosil for showing their continued support for team India.”
In 2018, Borosil was associated with IOA as its official ‘hydration partner’ for national athletes who represented India at the 18th Asian Games and Summer Youth Olympics. Borosil provided Indian athletes and officials with their Hydra range of bottles to ensure that the contingent used the best and safest products to stay hydrated during their training and competitions.
“This is a very proud moment for us to be associated with Indian Olympic Association. As an Indian company, it is our honour to support our great nation’s sporting endeavours,” said Borosil Ltd MD Shreevar Kheruka. “We are glad to be part of the enabling process to support Indian athletes in their endeavours and look forward to them bringing laurels to India in the world of sports.”
Brands
Coca-Cola launches Har Meal Aaaah campaign with Mamitha Baiju
New campaign taps Tamil food culture to make Coke the star of every meal
New Delhi: Coca-Cola is turning everyday meals into moments of delight with its latest campaign, Har Meal Aaaah, featuring Mamitha Baiju, as it doubles down on the emotional connect between food and refreshment.
At the heart of the campaign is Coca-Cola’s iconic “Aaaah”, the familiar expression after the first sip, now reimagined as a playful cultural cue that elevates mealtime experiences. The campaign film, rooted in the food traditions of Tamil Nadu, spotlights Parotta, transforming it into the quirky, memorable “Parotaaaaaah” to capture the joy of pairing favourite dishes with an ice-cold Coke.
By tapping into regional food nostalgia and everyday dining rituals, the brand aims to position itself as a natural companion to meals, not just a beverage on the side. The storytelling leans into local flavour, both literally and culturally, blending humour, relatability and star appeal.
“Sometimes, it’s the simplest moments around food that make everyday meals more enjoyable,” said Coca-Cola senior director, marketing Karthik Subramanian. “With this campaign, Coca-Cola turns these everyday dining rituals into a shared experience, using the iconic ‘Aaaah’ after the first sip to capture the simple joy and refreshment that completes every meal.”
The creative idea was developed by Ogilvy, with regional executions led by Studio X across digital films and social platforms. The campaign is already gaining traction online, with audiences picking up on the mnemonic and turning it into meme-friendly content.
“I am loving how the audience has taken to the film, and we are seeing unprecedented organic traction in the form of memes. It goes to show the power of the idea,” said Studio X creative lead Gautam Bhasin.
As brands increasingly look to localise storytelling while scaling national campaigns, Coca-Cola’s Har Meal Aaaah strikes a familiar chord. By blending regional cuisine with a universally recognisable brand cue, it serves up a simple insight with wide appeal: sometimes, the best part of a meal is the sip that follows.
