MAM
YesAsia.com and Lollicup USA form exclusive marketing alliance
San Francisco headquartered YesAsia.com, which claims to be the leading online Asian entertainment store has announced the commencement of its exclusive marketing alliance with Lollicup USA, one of the leading distributors of BOBA, tea and fruit juices in America.
The alliance aims at increasing the exposure and recognition of Asian pop culture and artistry across the US. Over the past decade, Asian artists have significantly gained global recognition by winning awards in various international film festivals and by collaborating with top American artists to produce noteworthy albums. Sharing the same vision, the two companies will work closely to bring Asian movies, music, food and beverages to Asian Americans and others who want to experience Asian culture.
A series of campaigns will combine Internet and traditional marketing channels, with the focus on bringing additional value to customers by offering promotional discounts, gifts and value-added services.
YesAsia.com claims to have established itself as the world’s leading Internet source of Asian entertainment products including music, video, karaoke, games, comic books, magazines, electronics, toys and gifts. YesAsia.com has allied with more than 80 different leading brands worldwide including Sony Music International, EMI Asia, and Universal Music. YesAsia.com also offers a highly secure and sophisticated technology platform to enable users from different countries to choose multiple languages when they shop.
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.
