MAM
MTV, Nick, Pepsi, Max get together for contest
MUMBAI: MTV, Nickelodeon, Pepsi and MAX have announced the Pepsi Badaa Shikari Hunt which gives six kids the chance to lead the Indian team onto the cricket field in South Africa.
The scheme works like this – kids below the age of 16 need to send a letter to the Indian skipper Saurav Ganguly explaining why they should lead the team. The six best entries will get a safari trip. There will be one winner per match.
Executive VP and Business Head MAX, Rajat Jain says, ” Max has always believed in expanding the entertainment potential of cricket so as to make it more appealing not just to the die hard purists but also the uninitiated. We believe in innovations and our Extraaa Innings is proof of the same. The concept of leading the Indian team into the arena for the World Cup is a dream come true for the youngsters who win.”
To create awareness around the contest, Nick will visit 200 schools in Mumbai, Delhi, Bangalore and Kolkata. A multimedia campaign has also been designed for the print and outdoors.
A panel from the two channels will sit and judge the entries. Entries must have the name, age, telephone number and address. Send them to Nickelodeon, P.O. Box 7918, Tulsiwadi, Tardeo, Mumbai 400034. One can also log on to nick.mtvindia.com.
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.
