MAM
Coca-Cola’s back in action with Ash and cash
MUMBAI: After a long sabatical Coca-Cola India is back this summer with one of the biggest consumer promotions in the soft drinks category. Titled ‘Thanda Aish-Cash’ is a campaign that takes the evolution of ‘Thanda Matlab Coca-Cola’ to a new level and will give consumers a chance to win cash prizes through an exciting Under-the-Crown (UTC) promotion. These cash prizes go upto Rs.1,000 in value and the total cash prizes amounts to Rs.1 crore. In addition to this, one lucky winner will get the chance of a lifetime to accompany the gorgeous Aishwarya Rai to an international premier of her next film on a foreign location.
The ‘Thanda Aish-Cash’ promotion looks at strengthing the consumer-connection with the strong equity built around ‘Thanda Matlab Coca-Cola’ campaigns that seemed to have built a bond with millions of consumers across the country for over two years. The consumer simply needs to peel the crown liner and place it on a ‘Thanda’ bottle for the prize message to appear magically.
“This promo is one of the first of its kind on innovation, scale and execution. The ‘Thanda’ mechanism which is being used for the first time reinforces the strong connection with Coca-Cola’s brand identity established through memorable ‘Thanda Matlab Coca-Cola’ campaigns during the last two years,” says Coca-Cola India corporate communication head.Vikas Kochhar.
Thanda Aish-Cash is supported by an integrated marketing and communication act which will begin with the launch of the TVC featuring Coca-Cola Brand Ambassador Aishwarya Rai and Rajpal Yadav to be aired nationally from next week across all mainline channels.
The ad is made by the famous ad and feature film producer Ram Madhvani and scripted by Prasoon Joshi of McCann Erickson. The key highlight of the campaign is the catchy new music styled on the lines of “Haryanvi Rap” which merges the ‘desi’ colloquial lingo with upmarket ‘rap’ beats. Also, this is for the first time that the Bollywood comedian Rajpal Yadav is sharing the screen with Aishwarya Rai.
In addition to the above mentioned prizes, the consumers can also take home “Aishwarya Magic Glasses”. These exclusive magic glasses display images of the Wonders of the World on the glass surface when filled with Thanda and are available in exchange for the special crown liner and Rs. seven.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
