MAM
RAPP maintains its winning streak by winning Aditya Birla Money
MUMBAI: RAPP India, a part of the DDB Mudra Group and one of Omnicom group’s leading multichannel agencies has maintained its winning streak this year by adding Aditya Birla Money to its clientele.
RAPP will be responsible for creating go-to-market strategies and digital campaigns for Aditya Birla Money’s Wealth, Broking, Real-Estate and other Distribution business.
Aditya Birla Money is the second client that Rapp has signed up within the Aditya Birla Financial Services Group. Birla Sun Life Insurance being the first, having been signed on last year.
Commenting on this occasion, Ajay Kakar, Chief Marketing Officer-Financial Services, Aditya Birla Group says, “Equity and other alternate assets must be on the consideration set of mass India, if they are to give life to their dreams. At Aditya Birla Money we are committed to provoking our target segments to self-realize the role and importance of money management in their lives and we were looking for a strategic communications partner who can help us bridge this gap. With RAPP India, we are glad we have found an agency that will not only guide and partner with us in the expression of our brand, but more importantly, also help us strategize for the way forward”.
Said Venkat Mallik, President, RAPP India, “ABFSG is a very valuable relationship for us at RAPP. Aditya Birla Money is a very good addition to our ABFSG portfolio with its focus towards reinventing the way financial service businesses operate. We are looking to bring in innovation into the way Broking and Wealth Management businesses market themselves through creativity in content and in the channels used, while working along with the very bright team at ABM”.
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.
