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Sri Lankan Airlines partners EFLI
MUMBAI: Sri Lankan Airlines has tied up with the Elite Football League of India (EFLI) as the airline partner of the professional American football league.
As part of the deal, Sri Lankan Airlines will fly down the Indian and Pakistani teams and their American coaches and medical teams to ensure the success of the event.
Sri Lankan Airlines chairman Nishantha Wickremasinghe said, “With this partnership a new chapter unfolds in Sri Lanka’s field of sports with American Football League being played here for the very first time and even more significantly the first ever such tournament to be played in South Asia, of which I am certain will dazzle the sports loving Lankans and our neighbors in the sub-continent.
Eight teams will take part, five of which are from India, two from Sri Lanka and one from Pakistan which will see over 180 players in action.
Ten Sports will telecast later all the 31 matches that the first season for the EFLI will have. The tournament will be held from 25 July-25 August in Sri Lanka.
EFLI co-CEO Richard Whelan said, “This new relationship with Sri Lankan Airlines is a significant achievement for the EFLI. Team EFLI is delighted and very appreciative that Sri Lankan Airlines, such a powerful and winning organization has agreed to unite with the EFLI. The EFLI platform through Ten Sports is a perfect communication highway to reach Sri Lankan’s target audience at very reasonable rates.”
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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.
