MAM
O&M launches new TVC for TI cycles’ ‘i bike’
NEW DELHI: Chennai-based TI Cycles of India has launched a new television commercial (TVC) for its new bicycle BSA i Bike, designed by I.D.E.A Institute, Turin in Italy. The campaign has been created by Ogilvy & Mather.
“The BSA `i bike’ is a revolution in the Indian bicycle market. Designed by I.DE.A. Institute, the designer of Fiat Palio and Tata Indica, this bicycle merges stunning looks with superior design. I.DE.A. has incorporated the anthropological data of Indians in the design in order to ensure that this is the most comfortable bicycle to ride,” says BSA brand manager Rachna Anbumani.
The bicycle has been conceptualised as per the average height of the Indian consumer. “In addition to the cantilever frame design, which acts as a natural shock absorber, the height of the cycle and the distance between the seat and handle bar are matched to suit the average height of Indian consumers. The handle bar is also unique and offers the rider three grip positions. This helps the rider to adjust his riding position and overcome fatigue.”
The commercial, with tagline `prepare to be watched’, focuses on the product features. It shows a boy, the protagonist, riding on his new BSA `i Bike’, which leaves his peer group spellbound. The commercial specifically focuses on bike’s features such as X shocks frame, multi-grip handle bar, Aero tread and contoured seat and signs off by stating the bike has been designed in Italy.
“The target audience for this bike is – boys in the 9-14 age-group. The brief given to the agency was to make the launch campaign for BSA i bike, ‘the most coveted bike’ because of its looks – designed by idea institute Italy and a host of features,” says Anbumani.
“The ‘i bike’ comes with a host of other features like soft cushioned seat, Aero tread tyres for better road grip, non-slip rubberised pedal and Shimano head lamp. TI Cycle has registered the design. The bike is presented with very attractive paint finish and with under lacquer stickers. The bike also carries the signature of the designer from I.DE.A. Institute, Justyn Norek,” said Anbumani.
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.
