Since 2022, Punjabi superstar Diljit Dosanjh has been the face of Coca-Cola India, bringing his playful personality to the brand’s “food + Coke” narrative. His latest ads highlight how every dish—from chole-bhature to pizza—tastes better with a Coke, using his signature drawl (“bhaturaaaaah,” “pizzaaaah”) to add humour and memorability. Alongside actor Sanya Malhotra, the campaign blends cultural quirks with Coke’s universal food-pairing message.
This strategy echoes Coca-Cola’s long-standing playbook—pairing Coke with everyday meals, once popular on college canteen posters, now reinvented for Instagram Reels and WhatsApp shares. Instead of high-decibel mass campaigns, the brand focuses on sharable, meme-worthy content targeting Gen Z and college youth, turning Diljit’s punchlines into catchphrases.
Globally, Coca-Cola has long tied itself to QSRs like McDonald’s and Subway, with Coke Zero and Diet Coke pushing the low-calorie cool factor. In India, while Coke celebrates indulgence with Diljit’s “bhature” moments, Diet Coke quietly appeals to calorie-conscious Gen Z, positioning itself as the stylish, lighter choice for cafés and hangouts.
Together, the campaigns underline a single idea: no meal is complete without a Coke—red or silver.