The catchphrase “Thanda Matlab Coca‑Cola” became a cultural landmark after its 2003 launch. Recently, Aamir Khan, in a chat with The Lallantop, attributed its creation to filmmaker Ashutosh Gowariker, who directed the ad.
He clarified:
“It was Ashutosh who came up with the idea and coined that line.”
Contrary to widespread belief crediting Prasoon Joshi of McCann Erickson, Aamir highlighted Gowariker’s influence. Joshi nevertheless played a key role in refining and scripting the campaign that resonated deeply with rural India through its colloquial charm
Whether on set or in the boardroom, the slogan’s enduring appeal continues to define India’s ad landscape, earning its place in branding history.
