Brands
Nobel Hygiene acquires Godrej’s Snuggy diapers
MUMBAI: Indian disposable hygiene manufacturer, Nobel Hygiene, has acquired Godrej consumer products’ diaper brand Snuggy.
Founded in 1987 by Shogun Diapers, the Snuggy brand is a regional jewel and has a strong market in four southern states of India.
This acquisition marks a full circle for Nobel Hygiene’s founder and managing director Kamal Johari as the inspiration to enter the disposable care’s market came from a brief stint distributing Snuggy diapers, even before the brand was sold to GCPL in the year 2003.
Johari said, “We are fortunate for the excellent timing, as we had our eye on this brand for a few years. Being a specialist, high-quality diaper manufacturer with a passion for excellence; we will do full justice to Snuggy. We hope to deliver an excellent product to the relevant target audience, many of whom still recognise the brand.”
The Indian diaper market is estimated to grow at 26 per cent CAGR. With this acquisition, Nobel Hygiene plans to leverage its manufacturing expertise and provide an enhanced product for Indian babies and Indian moms. It will greatly help the company drive growth in accordance with its aggressive aims.
The diaper business in India reported total net sales of approximately Rs 5500 crore in the year 2017, out of which approximately Rs 5000 crore is from baby diapers.
Brands
Coca-Cola launches Har Meal Aaaah campaign with Mamitha Baiju
New campaign taps Tamil food culture to make Coke the star of every meal
New Delhi: Coca-Cola is turning everyday meals into moments of delight with its latest campaign, Har Meal Aaaah, featuring Mamitha Baiju, as it doubles down on the emotional connect between food and refreshment.
At the heart of the campaign is Coca-Cola’s iconic “Aaaah”, the familiar expression after the first sip, now reimagined as a playful cultural cue that elevates mealtime experiences. The campaign film, rooted in the food traditions of Tamil Nadu, spotlights Parotta, transforming it into the quirky, memorable “Parotaaaaaah” to capture the joy of pairing favourite dishes with an ice-cold Coke.
By tapping into regional food nostalgia and everyday dining rituals, the brand aims to position itself as a natural companion to meals, not just a beverage on the side. The storytelling leans into local flavour, both literally and culturally, blending humour, relatability and star appeal.
“Sometimes, it’s the simplest moments around food that make everyday meals more enjoyable,” said Coca-Cola senior director, marketing Karthik Subramanian. “With this campaign, Coca-Cola turns these everyday dining rituals into a shared experience, using the iconic ‘Aaaah’ after the first sip to capture the simple joy and refreshment that completes every meal.”
The creative idea was developed by Ogilvy, with regional executions led by Studio X across digital films and social platforms. The campaign is already gaining traction online, with audiences picking up on the mnemonic and turning it into meme-friendly content.
“I am loving how the audience has taken to the film, and we are seeing unprecedented organic traction in the form of memes. It goes to show the power of the idea,” said Studio X creative lead Gautam Bhasin.
As brands increasingly look to localise storytelling while scaling national campaigns, Coca-Cola’s Har Meal Aaaah strikes a familiar chord. By blending regional cuisine with a universally recognisable brand cue, it serves up a simple insight with wide appeal: sometimes, the best part of a meal is the sip that follows.
