Under the tagline – Khud ko jagaa, ek Thanda lagaa (wake yourself up, grab a coke) does several things at the same time. Many viewers would be able to link the ‘thanda’ reference to its iconic ‘thanda matlab coca-cola’ campaign that made a chilled Coca-Cola synonymous with a ‘cold’ drink. The campaign is also in line with Coca-Cola’s strategy across the region and the globe to drive the message that a cold coke is something that uplifts the drinker when they are physically tired or fatigued.

The campaign uses an interesting creative device familiar to many in India- the ululation sound.

The film shows a young girl, a cricket fan, who is seen practicing her ululation before a big game since her neighborhood relies on her to get set the right game-day atmosphere. A cold bottle of coke physically refreshes her and allows her to start the ululation celebration.