MAM
Perfect Relations signed on to rebuild Coke brand image
MUMBAI: In what is a huge coup for Perfect Relations, Coca-Cola India has contracted the public relations (PR) firm for image building and public relations over ten states in India. This follows the recent controversy over pesticides in soft drinks, in a damning report filed by Centre for Science and Environment (CSE).
For Perfect this is the second big account it has won in the recent past, after the Godrej Group one.
According to company representatives, Perfect will be handling all external communications in addition to the regular marketing activities. The account, which will be driven out of Delhi, will involve close coordination with McCann-Erickson (India), the soft drink giant’s ad agency. This is so that “there is synergy in the basic core of the communication” that is sent out, the company representative said.
The mega deal – which the Press Trust of India (PTI) quoted sources as saying was closed at over Rs 10 million – comes after an admission by Coke that sales were adversely hit due to the charges levelled by the CSE against the aerated beverages behemoth and its bitter rival Pepsi.
PTI quoted Perfect Relations’ Bobby Kewalramani as saying, “In Coke, we have bagged one of the largest accounts in the history of PR in India. We have to help Coke ensure that its image as a market leader is consistent with reality.”
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.
