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Somnath Saha picked as MD of EssenceMediacom, south Africa
MUMBAI: GroupM has has promoted Somnath Saha to managing director of EssenceMediacom, south Africa, effective January 2025.
Saha, a two-time Cannes award winner and the most-awarded executive at GroupM, will leverage his data-driven expertise to drive client growth and talent development.
“I’m honored to lead EssenceMediacom, addressing the convergence of media and data to reach client objectives,” said Saha. “I look forward to creating an inspiring and innovative work environment that makes our clients and people proud.”
GroupM sub-Saharan Africa CEO Claudelle Naidoo welcomed Saha’s appointment, stating: “Somnath brings a wealth of experience in solving complex client challenges and converting them into growth opportunities, marking an important milestone in our journey to deliver greater value and growth to our clients.”
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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.
