MAM
Publicis names Varun Shah EVP & head of Prodigious India, Content Factory India
Mumbai: Publicis Groupe has consolidated the content production arm under Varun Shah and appointed him as executive vice president and head of Prodigious India and Content Factory India. Further strengthening the team, the organisation has elevated Akshay Multani to executive producer (EP), Prodigious and appointed Deepak Bulchandani as head of brand partnerships at Content Factory.
Designed to serve a content-driven media landscape, Prodigious & Content Factory brings together specialist production expertise in video, digital and print to design, produce and deliver branded content across all channels, using the best talent, workflow processes, and tools. “This consolidation furthers the Groupe’s agenda to be future-ready and bring in the needed efficiencies and agility to the production process and capabilities while delivering quality content for brand partners,” said the statement.
Speaking about the new appointments, Publicis Groupe, South Asia CEO, Anupriya Acharya said, “Varun has been instrumental in growing the Prodigious India capabilities and under his leadership we have witnessed phenomenal growth over the past few years. He is a new age production leader with strong appreciation of international and local creativity and demonstrated experience in quality, reliability and business acumen. I am confident that Varun will take Prodigious and Content factory to newer heights.”
On his new assignment, Varun Shah said, “Currently we are one of the country’s leading production houses and our ambition is to bring cutting edge technology and expertise to the market, setting new benchmarks for the industry. The new structure provides a platform to create volume content solutions for our clients across all content types and will help fuel our growth in the platform world. This consolidation will help us streamline our efforts by creating a production model which drives efficiency while delivering world-class branded content across media to our partners.”
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.
