THANDA

MATLAB
COCA-COLA
Presented by: Group 13
INTRODUCTION
 SITUATION ANALYSIS
Product Brand Brand Fortunes:
The campaign’s anchor This campaign has In India, the brand’s
product is the Coca- really boosted the reach and connect
Cola drink, now image of Coca-Cola in shifted from being
perceived as a perfect India where Coca-Cola
metro-centric to the
is associated with
thirst-quenching and masses
relaxing, enjoying, and
cool refreshment drink.
refreshing moments

Industry Position Competition

The "Thanda Matlab The market has seen
Coca-Cola" campaign has competitors like PepsiCo, Parle
contributed to solidifying Agro and locals challenge them
its position as a preferred for the market but Coca Cola
choice in the carbonated has had an upper hand on the
drinks segment. market for a while now.
 SITUATION ANALYSIS

Marketing Environment
Nature of Demand
Marketing of Coca-Cola in India is in a state of
Even as health concerns increase and
flux where there are changing tastes of the
healthier beverages gain popularity, India
consumers, changes in regulations and an
still seems to like Coke. The “Thanda
increase in health consciousness. In response
Matlab Coca-Cola” campaign capitalized
to these changes, the campaign has highlighted
on the continuing attraction of the brand
how Coca-Cola is linked to happiness and
to maintain customer interest. togetherness.
POSITIONING
FEELINGS:
The campaign seems to evoke a sense of nostalgia and
authenticity by drawing from the personal experiences
of the ad creator, Prasoon Joshi, and incorporating
scenes from everyday life in small-town India.
The campaign may evoke feelings of warmth and
connection with the cultural nuances presented in the
ads.
MOOD:
The campaign's mood appears to be upbeat, celebratory,
Distraction:
and culturally rooted. The use of iconic dialogues like
"Yaaran da Tashan" and 'Paanch' may contribute to a
lively & engaging mood.
Incorporating diverse characters and
settings, along with the choice of music
and visuals, may contribute to creating
a positive and vibrant mood.
PERSUASIVENESS:
The campaign seems persuasive in associating the brand
with the idea of refreshment in a hot Indian summer,
leveraging the colloquial usage of "Thanda" to mean a
cold drink.
The use of Aamir Khan and the collaboration with well-
known directors and photographers may enhance the
credibility and appeal of the campaign.
The focus on authentic storytelling and cultural elements
minimises distractions, keeping the audience engaged with
the narrative and visuals.
However, the use of stereotypical imagery & characters
might act as distraction for some modern audiences
 MEDIA
Aamir Khan was cast as various
characters like a Punjabi
farmer, Hyderabadi hawker,
Nepali guide etc.

Ashutosh Gowarikar directed

the campaign.

The intention was to showcase

a confident small-town person
in each commercial.

Someone who isn’t

intimidated by city people.
 RADIO
TV ADVERTS ADVERTISEMENT
RURAL AUDIENCE NEWSPAPER
INSIDE SHOPS WALL PAINTINGS
LOCAL PRESENCE BEHIND TRUCKS
Personal Selling
16% Publication
30%

Conventional Marketing
50%
 NO OF CONSUMERS BUDEGT
250
200
150
100
50
0
2000 2001 2002 2003 2004
 AGENCY
MC-Cann Erickson
Mission: To help brands earn a
meaningful role in people’s
lives.
brands like loreal, nestle, gsk,
reckitt, microsoft

WRITER
Prasoon Joshi
THANDA Motivation: Glimpse of a porter
resting under Coca-Cola‘s
MATLAB crate’s shadow in summer's
heat.
PRASOON Known for “Daag Acche hai”

JOSHI Campaign
Young global leaders award
2006