CE DESK Following Diljit Dosanjh’s viral aaah, Coca-Cola deploys Yash for Bondaaah campaign, crafting regional snack rituals into audio hooks for enhanced refreshment recall across India.
Coca-Cola is amplifying its innovative sonic branding push in India, transitioning from Diljit Dosanjh’s memorable aaah to Yash’s playful Bondaaah in a fresh campaign extension. Building on Punjabi flair with stretched vocalizations for foods like bhaturaaaah and pizzaaaah, the brand now taps Kannada superstar Yash to celebrate southern snack pairings, specifically the irresistible bonda dunked alongside an ice-cold Coke.
The ad captures Yash savoring the crispy bonda’s perfect synergy with Coke’s fizz, elongating Bondaaah into a rhythmic chant that evokes instant joy and refreshment. This sonic mnemonic evolves Coca-Cola’s food synergy narrative, shifting from visual feasts to earworm audio cues optimized for short-form virality on Reels and TikTok. Yash’s magnetic appeal infuses regional authenticity, mirroring Diljit’s cultural resonance while broadening national footprint.
As summer thirst builds in a crowded beverage arena—from alcopops to zero-sugar rivals—Coca-Cola leverages sound for superior recall over flashy visuals. Imitable phrases like Bondaaah travel organically, embedding the drink as indispensable to desi munchies much like Thums Up’s biryani bonds with Shah Rukh Khan historically.
The multi-film rollout across digital, social, and regional TV aims to spark memes and conversations, reinforcing Coke’s timeless meal enhancer role. Marketers praise this audio-first tactic amid platform algorithms favoring voice-driven content, positioning Coca-Cola ahead in experiential refreshment marketing. With Yash amplifying southern markets, the strategy promises pan-India stickiness, turning everyday bites into branded symphonies of satisfaction.
