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.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
