Ad Campaigns
Great Taste and No Calories – Coca-Cola Zero Sugar is back with another campaign
Mumbai: Coca-Cola Zero Sugar is all set to launch its new campaign ‘Best Taste Ever?’. Coca-Cola Zero Sugar brings together the best of both worlds – no calorie beverage option for consumers seeking a balanced lifestyle along with the relishing iconic taste of Coca-Cola. In less than a year, it has become immensely popular among the Indian youth, owing to its great taste.
As a part of its latest campaign ‘Best Taste Ever?’. The brand has associated with Tiger Shroff, the youth icon, for Coca-Cola Zero Sugar. He will further aid the brand in establishing resonance with the youth and millennials in India.
In line with the company’s ‘Beverages for Life’ strategy, the product innovation also supports the company’s continued efforts to increase no-and low-calorie beverage options for people looking to lead a balanced lifestyle yet relish the iconic taste of Coca-Cola.
Commenting on the launch of the new campaign, Coca-Cola India director, marketing Kaushik Prasad said, “We are excited to offer Coca-Cola Zero Sugar, our best offering yet that is closest to the original taste of Coca-Cola with no calories. We want to offer choice so consumers can enjoy the great taste of Coca-Cola without the sugar. For many people, it’s surprising to hear that a zero sugar variant of Coke actually exists, that tastes like the real thing! Well, you will have to try it yourself to find out.”
Shroff, in the new campaign, brings his own exuberance and freshness to the brand, he is a fitness icon and like most youngsters, would not want to compromise on experiencing great taste. The integrated marketing campaign aims at sparking conversations around Coca-Cola Zero Sugar, while highlighting that the taste of the beverage is so good that it’s hard to resist. The campaign is live across television, digital, outdoor, social media and retail.
Shroff said, “I am ecstatic to partner with Coca-Cola Zero Sugar. The beverage is a perfect amalgamation of fantastic taste without many calories, making it irresistible.
Ogilvy India chief creative officer Sukesh Nayak said, “When we told people, it’s zero sugar but has the same great original taste, the reaction we got was, “Really?”. So, we built the whole idea for Coke Zero on this great surprise. It was super fun to collaborate with Tiger to bring this fun idea to life. We will see way more things on this idea in the near future, so stay glued to the great taste, literally.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
