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Mediacom wins J&J baby products media planning business
MUMBAI: Mediacom India, the specialist media independent of Grey Worldwide, has won the planning of a certain section of Johnson and Johnson baby products’ account. Initiative Media (Lowe Lintas) was also in the fray but lost to Mediacom, which already handles the entire Johnson and Johnson agency-of-record (AOR) business. Media sources claim that the business is around Rs 150 million. However, the remaining part of the media planning will still be handled by McCann Erickson India.
Mediacom India handles blue-chip accounts such as Om Kotak, Kotak Mutual, SET MAX, Gujarat Ambuja, Marico Industries.
and Arvind brands.
Media reports also indicated that Mediacom India was also planning to forge more alliances with smaller agencies for media planning and buying.
Mediacom was expecting a 50 per cent growth in 2002 compared with the previous year and had touched the Rs five billion mark in its billings.
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.
