MAM
Maruti in $ 1 million sponsorship deal for cricket World Cup website
MUMBAI: ICC internet partner Indya.com kicked off its campaign for the globe’s biggest cricketing carnival with the official launch today of its World Cup dedicated website cricketworldcup.com.
The launch coincided with the confirmation that car major Maruti had come on board the site as presenting sponsor for cricket’s headline event. In what is being termed as the biggest online advertising deal negotiated in India in recent times, Maruti has committed somewhere in the region of $ 1 million (Rs 450 million) for the privilege of owning “most of the real estate” on the site, sources close to the developments say.
Ajay Vidyasagar, Star India executive vice-president content and communications, while refusing to offer any comment on the size of the deal, said: “Maruti has made a significant investment in partnering with us and this is the only engagement we are announcing for the present.”
“Maruti has always been at the cutting edge of technology and have always been open to explore and experiment with new ideas,” NDTV Media CEO Raj Nayak, whose company has been given the mandate to sell advertising for Indya.com for the World Cup, said. “I think this is a testimony to the power of the worldwide web,” Nayak added.
It may be recalled that earlier, the sponsorship packages on offer involved one presenting sponsor and four associate sponsors. This has all changed because the size of the deal Indya has negotiated with Maruti. There will now be far less inventory available for other potential sponsors than had been originally envisaged, Vidyasagar explained.
Speaking about cricketworldcup.com, Vidyasagar said, “We are committed to provide the most comprehensive and definitive website of the game during the tournament and assure our users an online experience that they will find unparalleled.
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.
