Cultural Impact: A Tagline That Defined an Era
There are few advertising campaigns that manage to etch themselves into a generation’s collective memory—and Thanda Matlab Coca-Cola was one of them. For many Indians growing up in the early 2000s, it wasn’t just a line; it was a feeling. Aamir Khan’s colourful avatars—a tapori, a Nepali watchman, a Bengali babu—delivered more than just laughs. They aimed to deliver a message that would redefine how India spoke about soft drinks.
The Untold Origin: A Twist in the Tale
But behind the nostalgia lies a lesser-known twist. While the campaign has long been credited to Prasoon Joshi, the then National Creative Director of McCann Erickson India and fondly known as the “Jingle Man of India,” Aamir Khan recently shared a surprising detail. During a conversation with The Lallantop—while promoting his latest film Sitare Zameen Par—he revealed that the iconic line “Thanda Matlab Coca-Cola” was actually the brainchild of Ashutosh Gowariker, who also directed the original ad film.
Creative Brilliance Behind the Scenes
Ashutosh Gowariker, also known for penning lyrics for Taare Zameen Par, played a key role in shaping what became a landmark campaign. Though Joshi’s linguistic insight and creative finesse steered the campaign’s narrative, it was Gowariker who coined the memorable line that would echo across the nation. The revelation underlines the collaborative genius that fuelled one of India’s most successful brand moments.
Brand Context: Coca-Cola’s India Journey
Coca-Cola’s journey in India started back in 1950 but saw an abrupt pause in the late ’70s due to regulatory constraints. After re-entering the market in 1993, the brand struggled to connect with a young, diverse, and fast-evolving Indian audience. By the early 2000s, amidst a digital awakening and shifting consumer behaviour, Coca-Cola needed a breakthrough.
Strategic Shift: From Celebs to Common Ground
Initially endorsed by Aishwarya Rai and Hrithik Roshan, Coca-Cola pivoted in 2000. Aamir Khan, who had also briefly appeared in Pepsi ads, came onboard. But it was in 2002 that Khan truly made his mark with the now-iconic delivery of “Thanda Matlab Coca-Cola.” Prasoon Joshi—newly moved from Ogilvy—noticed how the word thanda (cold) was universally used across India to refer to all soft drinks. With the Rs 5 “chota bottle” launch, Coca-Cola aimed squarely at rural and small-town India, turning thanda into a proprietary term.
Storytelling That Spoke Every Dialect
Aamir’s performances as different regional characters helped localize the message across cultural lines. Each ad didn’t just entertain—it reinforced the brand’s message in a relatable way. What began as a single campaign soon expanded into a series of eight major films, building on the idea that no matter who you are, thanda means Coca-Cola.
Legacy and Continuity
Even after two decades, Aamir Khan remains the face of Coca-Cola. His latest campaign for Charged alongside Darshan Safari proves that the partnership still holds resonance. The longevity of both the tagline and the ambassador speaks volumes about the strategic clarity and emotional insight of the original campaign.
Conclusion
What started as a clever phrase turned into a cultural lexicon, powered by collaborative genius, regional storytelling, and deep-rooted consumer insight. Aamir Khan’s recent revelation only adds to the campaign’s legacy, showing that iconic work is rarely the product of one mind—it’s the magic of many. And as long as thanda means Coca-Cola, the campaign continues to sparkle in India’s collective memory.
