MAM
‘Mid Day’ to launch in Bangalore on its 27th anniversary
MUMBAI: While Mid Day is celebrating its 27th anniversary with a special issue on 27 June. This year, the anniversary celebrations are doubled as it will also launch in Bangalore on the same day.
This time, it is not just another anniversary issue that’s coming out. After 27 years of chronicling Mumbai on the move, Mid Day is now on the move as it hits Bangalore as a separate edition.
An official comminuque states that since Bangalore has a large English-reading middle class, which is out and about during the day and as it also has significant amount of retail advertisers in the market, it makes sense for Mid Day to target Bangalore.
Mid Day’s Mumbai anniversary is a mega 264 pages issue. It’s the single largest issue in terms of the number of pages that a newspaper has ever done in the country. The anniversary issue has six supplements and each is highlighting fours hours of a day. It will cover Mumbai round the clock at usual places in odd hours and odd places in usual hours, exhibiting the soul of Mumbai.
Mid Day will also launches its E-paper on the anniversary. www.mid-day.com has gone a whole lot ‘E-sier’ and much more ‘E-xciting’ after undergoing a face lift. The E-paper will be free for the readers.
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.
