Punjabi superstar Diljit Dosanjh has been the face of Coca-Cola India since 2022. Known for his playful persona, he brings a desi twist to Coke’s global “food + Coke” campaign. In the latest ads, Diljit transforms canteen staples like chole-bhature and pizza into brand moments with his trademark drawl—turning ordinary meals into unforgettable Coke pairings.
Diljit Dosanjh + Coca-Cola = Desi Food Fun
Chole-Bhature Meets Bhaturaaaah!
In one spot, Diljit insists it’s not just chole-bhature, it’s “bhaturaaaah”, before pairing it with Coke. The punchline? Every dish, no matter how desi, deserves a Coke. In another, Sanya Malhotra joins in for the “Pizzaaaah!” gag, reinforcing that pizza + Coca-Cola = Pizzaaaah.
Coke’s Food + Drink Strategy: Then and Now
This isn’t new. Back in the ‘90s and 2000s, Coke posters in college canteens showed samosas, fried rice, or burgers with Coke—reminding students that Coke adds fizz to any meal. Today, the same playbook is reimagined for Gen Z with short-form, shareable ads on Instagram Reels and WhatsApp.
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Global Playbook, Local Twist
Worldwide, Coca-Cola has long been tied to McDonald’s burgers and Subway sandwiches. In India, Coke Zero even roped in Tiger Shroff to promote Subway combos. The difference today? Local flavour. Instead of just burgers, Coke leans on cultural quirks, memeable stars, and desi favourites like Diljit’s bhature moment to spread its message.
The Word-of-Mouth Strategy
Unlike mass TV blitzes, the Diljit campaigns are designed as light, snackable content meant to thrive online. Targeting college kids and 20-somethings, Coke cleverly turns everyday food banter into word-of-mouth marketing. Next time students order lunch, don’t be surprised if someone parrots “bhaturaaaah” or “pizzzaaaa” in Diljit’s style.
Diet Coke: The Cool Choice for Gen Z
While Coca-Cola celebrates food pairings, Diet Coke is carving its own niche. Globally, sales of Diet Coke and Coke Zero have been rising for four consecutive quarters. In India, Gen Z embraces the silver can at cafés and college hangouts—choosing it not just for fewer calories but also for the effortless cool factor it represents.
Key Takeaway
From canteen meals to café culture, Coca-Cola is redefining food pairings in India. By blending nostalgia, desi flavours, and Gen Z trends, the brand proves one simple idea still holds true: no meal is really complete without a Coke.
