Campaign: Thanda Matlab Coca-Cola
Brand: Coca-Cola
Why the campaign rocks:
The iconic ad campaign, ‘Thanda Matlab Coca-Cola,’ continues to stand out as a beacon of authenticity. Now more than ever, as ideas become prone to imitation, this campaign serves as a case study of a creative, insightful, and genuine marketing strategy. The team behind it took on the challenge of popularising and localising the beverage among the masses.
The campaign was a breath of fresh air within advertising because it used a Hindi concept in a relatively English-language dominated ad world. By bridging the gap between vernacular and international, it made the brand relatable. Drawing from his personal experiences, Prasoon Joshi was able to craft relatable scenarios and turn them into ads that dominated our screens for decades. He leveraged observations around the Indian summer to highlight the refreshing respite that Coke offers.
Due to its authentic slice-of-life appeal and simple execution, the campaign won not just awards but also people’s hearts. Decades later, it has evolved into one of the most timeless campaigns.
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