The Cola Wars: How Bollywood Superstars Became the Face of India's Cold Drinks

 

In the highly competitive world of Indian beverages, the battle between global giants and homegrown flavours is fought not just in the marketplace, but on television screens, plastered on billboards, and starring the biggest names in Bollywood. The association between Indian cinema stars and cold drink brands is less of an endorsement and more of a cultural phenomenon, shaping youth slang, dictating summer spending, and creating some of the most memorable advertising in the country's history.

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1. The Big Two: Shah Rukh Khan vs. The World

For decades, the cola wars in India have been inextricably linked to the 'Khans' of Bollywood.

• Shah Rukh Khan (SRK) and the 'Oye Bubbly' Era (Pepsi): SRK's long-standing initial association with Pepsi was legendary. Campaigns like "Yeh Dil Maange More" and the quirky, energetic "Oye Bubbly" firmly established Pepsi as the brand for the young, restless, and ambitious Indian youth. His image as the King of Romance and the ultimate suave performer aligned perfectly with Pepsi's glossy, high-energy marketing.

  The Big Switch: The most dramatic development in the cola wars, however, is the recent celebrity switcheroo. After a decade with Pepsi, SRK became the face of Coca-Cola’s local action-packed brand, Thums Up, in 2022. This move was a statement, positioning the superstar in a toofani (stormy/powerful) avatar and marking one of the biggest endorsement deals in the industry.

2. Aamir Khan: The Method Actor as a Salesman

While SRK brought glamour, Aamir Khan brought cultural depth and authenticity.

• "Thanda Matlab Coca-Cola": As explored previously, Aamir's campaign for Coca-Cola in the early 2000s remains a masterclass in localization. By portraying a series of relatable, regional Indian characters—from a tapori (street tough) to a Hyderabadi Paanwala—he ingeniously inserted the Coca-Cola brand into the common Indian lexicon, equating the generic Hindi term for a cold drink (Thanda) directly with the product.

3. The 'Toofani' Legacy: Thums Up and the Action Heroes

Coca-Cola's local brand, Thums Up, has consistently sought to embody a powerful, adventurous, and distinctly masculine spirit, and its endorsers reflect this:

• Akshay Kumar: His long tenure with Thums Up was characterised by daredevil stunts and high-octane action sequences, perfectly matching the brand's tagline: "Taste the Thunder."

• Salman Khan: The Dabangg star also had a substantial run with the brand, bringing his mass appeal and signature style, before he too eventually moved to endorse Pepsi.

• Ranveer Singh: Known for his boundless energy, Ranveer Singh continued the "Toofani" legacy before eventually switching to Pepsi, underscoring the constant, high-stakes trade-off of star power between the rival companies.

4. Beyond Cola: Fruit Drinks and the Feminine Face

The association isn't limited to fizzy drinks. Indian cinema's leading ladies have dominated the fruit beverage segment:

• Katrina Kaif (Slice): Her long-running campaign for Slice established a strong connection between the brand's thick, rich mango flavour and her glamorous, sensual persona, using the tagline, "Aamsutra."

• Priyanka Chopra (Mirinda): In the past, Priyanka Chopra was a key face for Mirinda, starring in humorous and vibrant ads that connected with a younger, fun-loving audience.

5. The Celebrity Swap: A Sign of the Times

The most recent trend is the unprecedented frequency of star swapping between brands. Actors like Ranbir Kapoor, Ranveer Singh, and the two Khans have all endorsed rival colas at various points. This phenomenon suggests.

1. High Stakes: The cola brands are desperate to associate with the few Indian stars who command true pan-India appeal and market visibility.

2. Brand Idea vs. Icon: As some marketing experts argue, with product differentiation being minimal, brands increasingly rely on the face of the celebrity to create differentiation, making the icon more important than the intrinsic brand idea itself.