One of India’s most iconic advertising lines – “Thanda Matlab Coca Cola”, has sparked fresh discussion about its origins, after actor Aamir Khan credited director Ashutosh Gowariker with coming up with the idea.
Thanda Matlab Coca Cola: Who really Coined It?
In a recent interview, Aamir Khan, who famously starred in the Coca-Cola campaign, said that the concept and line were actually the brainchild of Gowariker, who directed the ad film. “It was Ashutosh who came up with the idea and coined that line,” Aamir said, surprising many in the advertising and marketing fraternity.
The slogan has long been associated with Prasoon Joshi, the then National Creative Director of McCann Erickson India, who is officially credited with writing and crafting the campaign. Joshi’s work on Thanda Matlab Coca-Cola helped turn it into a cultural catchphrase, blending rural idiom and humour to reposition the beverage as the go-to drink in India’s heartland.
Gowariker, known for directing films like Lagaan and Swades, has so far not publicly commented on Aamir’s revelation. Industry veterans acknowledge that advertising campaigns are collaborative efforts between clients, creative agencies, directors, and stars and sometimes the boundaries of authorship blur.
The Coca-Cola advertisement, launched in 2003, emerged as a flagship campaign that raised the brand’s profile in rural India and earned numerous awards.
Whether the line was born on Ashutosh Gowariker’s set or at Prasoon Joshi’s desk, one thing is clear: Thanda Matlab Coca-Cola remains one of India’s most memorable advertising slogans.
Also Read: Pulse Candy’s Journey: From a ₹1 Launch to a ₹750 Crore Market Phenomenon
