Mumbai: Coca-Cola has unveiled a refreshing new campaign that reimagines the joy of pairing a chilled Coke with India’s favourite meals — turning every bite into an “aaah”-some experience. Conceived by Ogilvy, and featuring Diljit Dosanjh and Sanya Malhotra, the campaign has been directed by Advait Chandan.
Rooted in Coca-Cola’s long-standing association with food, the campaign creatively extends the brand’s signature sound of satisfaction — the “aaah” after a sip of Coke — into a delightful mnemonic device. It rebrands India’s beloved dishes by adding the signature “aaah,” transforming familiar favourites like pizzaaaaaaah, bhaturaaaaah, and kulchaaaaaah into expressions of pure refreshment and joy.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “The satisfying ‘Aaaah’ after every sip of Coke is universal. We made it the new suffix for popular food items. It’s a simple idea that not only makes the meal combo iconic but makes Coca-Cola inseparable from the joy of a great meal.”
Karthik Subramanian, Senior Director – Marketing (Coca-Cola Category), India and Southwest Asia, added, “India’s love for food and the joy of sharing meals are at the heart of our culture: with Har Meal Aaah, Coca-Cola celebrates these moments in a way that truly resonates with our audience. By pairing Coca-Cola with some of India’s favourite dishes, everyday meals are transformed into memorable experiences, bringing to life that signature ‘aaah’ moment. Featuring Diljit Dosanjh and Sanya Malhotra, whose youth-centric appeal and relatability make these stories feel authentic, the campaign connects deeply with audiences. After all, a mealtime is best savoured with an ice-chilled Coca-Cola.”
The launch film narrates the story of a man on a citywide quest to find a mysterious dish he’s never heard of, only to discover the true magic lies in the “aaah” moment that follows every sip of Coke. Complemented by short digital assets that extend the playful theme, the campaign captures the essence of indulgence and satisfaction — making food + Coke the perfect pair for every meal.
Launch film :
Launch Film 2 :
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Launch Film 3:
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Launch film 4 :
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Credits:
CCOs: Sukesh Nayak, Harshad Rajadhyaksha & Kainaz Karmakar
Executive chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
President and Head of Office, Mumbai and Kolkata: Hirol Gandhi
Creative Team: Karunasagar Sridharan, Jugal Joseph, Nishigandh Dhende & Anuraag Bose
Account Management: Nikhil Mohan, Anas Dalvi, Andrea Viegas & Udita Anand
Planning Team: Abir Banerjee & Aditya Arora
Coca-Cola: Karthik Subramaniam, Aabir Chatterjee, Pavan Nagpal, Rohit Chalasani
Production House: House of Rapture
Director: Advait Chandan
Producer: Abhishek Notani
Credits for Print:
Team Ogilvy
Client: Team Coca Cola
