MAM
Initiative wins Sensodent media account to scale India’s oral care game with a multi-platform punch
MUMBAI: India’s oral care market just got a dose of media muscle. Initiative has been appointed the media agency on record for Sensodent, the flagship oral sensitivity brand under Indoco Remedies Ltd., a pharmaceutical company headquartered in Mumbai with operations in more than 55 countries.
The decision followed a competitive multi-agency pitch as Sensodent accelerates its over-the-counter journey and eyes greater market penetration in the under-tapped oral sensitivity segment. Initiative will handle media strategy, planning, and deployment across platforms to drive brand awareness, trial, and cultural relevance.
“Our brand Sensodent is the first to go OTC and over the year has evolved into the next orbit. We are thrilled to work together with Initiative and are looking forward to see our brand soaring newer heights”, said Indoco Remedies MD Aditi Panandikar.
Initiative EVP & head – Mumbai, Dhirendra Singh stated, “Sensodent K is a high-potential brand in a growing yet underpenetrated category. We’re excited to partner with Indoco Remedies to architect a media approach that drives performance, builds cultural relevance, and connects meaningfully with consumers across India”.
Initiative India CEO Vaishali Verma added, “We welcome Sensodent into the Initiative family. We look forward to a strong partnership focused on driving brand success and creating meaningful work”.
With India’s oral sensitivity care market expanding and consumer preferences shifting toward efficacy-led solutions, the partnership is set to be a strategic one. Sensodent is aiming to strengthen its brand salience through smart media science and strategic storytelling.
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.
