In 2003, the brief went to McCann to extend the target audience of Coke from youth to masses, a step to make it a drink for everyone \u2013 big city, small town, semi-urban, adults, youth etc. <\/p>\n\n\n\n
In north India, Thanda is synonymous with a cold drink. So when we ask guests\/ friends\/ customers whether they want a Thanda, that means we are offering them a cold drink.<\/p>\n\n\n\n
Prasoon Joshi was at Hapur railway station, sitting inside an air-conditioned compartment waiting for the train to start. It was boiling outside. Just as the train was leaving, he saw a coolie fast asleep covered by the shadow of gunny bags.<\/p>\n\n\n\n
Both the instances inspired him to create the campaign \u201cThanda Matlab Coca Cola\u201d. Joshi smartly connected Thanda to Coca Cola. This established perception and identification of anything cold that means Coca Cola. Akshay Kapdanak collaborated in the advertising. <\/p>\n\n\n\n
So when you want a Thanda, you would gravitate to Coca Cola. <\/p>\n\n\n\n