Sapna Nair

Coca-Cola: You drank it proudly, now drink it secretly

The cola is back with Aamir Khan in a new avatar, this time subtly establishing an emotional connect with its consumers

After the assertive ‘Thanda Matlab…’ communication for Coca-Cola, Hindi film actor Aamir Khan propounded to consumers the exact manner and emotions with which to relish the drink, ‘Piyo Sar Utha Ke’. Then came the mischievous and controversial ‘Thande Ka Tadka’ with Aishwarya Rai. But the soft drink’s newly out television commercial talks less and emotes more.

Aamir Khan, in a new role as a rather serious train attendant, is all set to woo the audience with the new TVC, which emphasises the popularity of the drink, once again equating it with ‘Thanda’. ‘Sabka Thanda Ek’, the new TVC, hopes to unite the consumer with Coca-Cola in a humorous manner. And the smiles it generates can be attributed to Prasoon Joshi, chairman and national creative director, McCann-Erickson.

Coca-Cola: You drank it proudly, now drink it secretly
Aamir Khan in a new avatar in the TVC.
The TVC shows several people seated in a train and Aamir Khan, an attendant, bearing a tray with a bottle of Coca-Cola on it. The train passes through a tunnel; when it emerges, the bottle of Coke is shown empty. No one knows who drank the Coke. Then each person burps, one after the other, including Khan. This solves the mystery, for it turns out that everyone, including Khan, has stolen a sip of the cola.

Venkatesh Kini, vice-president, marketing, Coca-Cola India, says, “This ad conveys the emotional benefit of uniting people, and Aamir Khan in his new appearance communicates it best.” The ad contains practically no dialogue.

Coca-Cola has also planned online and on-ground initiatives to further the concept of the ad. In addition, the marketing and promotions destination for Coca-Cola companies,, will feature contests around the campaign.

A second variant of the ad has been filmed for the South Indian market featuring Southern star Vikram. Both TVCs have been filmed by Ram Madhvani of Equinox Films, with the music composed by Shankar Ehsaan Loy.

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