MAM
Zee appoints Devika Kawle as vice president, syndication
Content licensing veteran moves from Sony to drive global partnerships and distribution
MUMBAI: Zee Entertainment Enterprises has bolstered its content engine with the appointment of Devika Kawle as vice president, syndication, tapping a cross-functional media executive with a track record spanning content, distribution and events.
Kawle steps into the role with experience across global content syndication, licensing, acquisition and distribution, covering television and digital formats including feature films, series, sports, live channels and OTT platforms. Her remit also spans international event sales across seven global trade events, alongside hands-on work in post-production for 12 feature films and production across events and digital video.
Her career portfolio extends into marketing across ATL, BTL, digital and social media, as well as business development, client servicing, public relations and radio, underscoring a breadth that aligns with Zee’s multi-platform ambitions.
“I’m excited to announce that I’ve started a new role at Zee Entertainment Enterprises Limited as vice president – syndication. Looking forward to contributing to Zee’s incredible legacy, exploring new partnerships, and driving meaningful growth across markets. Grateful for all the support and excited for what lies ahead,” Kawle said.
Zee’s move signals a renewed push on global content partnerships and monetisation, with Kawle expected to leverage her experience in cross-cultural and cross-functional environments to scale syndication opportunities.
As streaming, television and live content converge into a high-stakes distribution battle, Zee appears to be sharpening its dealmaking bench. Kawle’s mandate is clear: widen the pipeline, deepen partnerships and turn content into currency across borders.
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.
