MAM
Mindshare India redefines cross cultural travel experiences with Lufthansa
Mumbai: Mindshare fostered a strategic collaboration between its India and Italy teams as they announced a synergy with Lufthansa German Airlines, to showcase the rich culture and vibrant lifestyle of Milan, Italy by creating an authentic travel experience. The partnership aims to blend the creative expertise of both the counterparts, elevating the travel experience through their innovative storytelling and influencer partnership.
Mindshare brings together diverse perspectives from top creators in India and Italy capturing their authentic and a true insider’s view of Milan’s cultural hidden gems, culinary delights, and fashion hotspots.
Indian travel creator Tanya Khanijow embarked on a meticulously curated journey, guided by leading Italian influencers – Elisabetta Roncati, Lucia Peraldo Matton and Livio & Matteo Cesareo offering audiences a true insider’s view of Milan. Their itinerary drew a spotlight on local favorites, intimate gelato shops, under-the-radar experiences, and iconic landmarks, delivering a genuine and enriching travel narrative that resonates with diverse audiences.
Lufthansa, through this initiative, offered a seamless and luxurious travel experience, underscoring its commitment to superior services and ensuring that the journey itself becomes an integral part of the adventure. This approach elevates Milan, transforming it from a mere destination into a vibrant hub of fashion, food, and culture.
Lufthansa Group, South Asia & Southeast Asia, Global Marketing, Sng Ju Stephanie said, “We are excited to launch our new experience-first campaign, Lufthansa India–Italy Insider, in collaboration with Mindshare India. This campaign embodies the spirit of Lufthansa German Airlines as a travel-lifestyle companion. As a brand dedicated to delivering best-in-class experiences for our customers, this partnership with Mindshare India showcases innovation and expertise in crafting influencer-driven solutions with the consumer in mind. Together, we have successfully brought to life a campaign that drives synergies across travel and lifestyle, setting a new standard for global collaboration.”
Mindshare South Asia CEO Amin Lakhani said, “Mindshare India and Italy have had a stellar collaboration to craft this one-of-a-kind campaign for Lufthansa. From a travel campaign perspective, it is important to focus on the consumer journey and keep in mind the cultural nuances, which is what our India and Italy teams have seamlessly focussed on. With Lufthansa, travel, culture, and influencer marketing came in perfect sync. We have yet again pushed the boundaries of what can be done in the realm of Influencer Marketing.”
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.
