MAM
Preeti Vyas Giannetti to judge at New York Festivals
MUMBAI: Head of Mumbai-based Vyas Giannetti Creative – Preeti Vyas Giannetti has been invited to judge the prestigious New York Festivals (NYF) by Michael A Demetriades, who is the executive director of the festival.
The NYF has a long and illustrious history in honouring excellence in creative communications throughout the world. For almost 50 years, it has been inspiring minds to think big and is touted as one of the most esteemed award functions in the ad mad world.
The NYF has made optimum use of its online judging facility to form a jury that includes a veritable “Who’s Who” of world leaders in communications. Vyas Giannetti was bestowed the task of judging over 300 television commercials, online in a mere six days.
Says Vyas Giannetti about her experience, “It was a gruelling task, but well worth the effort. It’s indeed an honour to be part of the jury for such a distinguished award show, and I hope in the near future more of us from the Indian advertising fraternity would become a regular feature at such events.”
Vyas Giannetti will be attending the award functions in New York, coming January at the Millennium Broadway and Hudson Theatre in Manhattan.
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.
