The iconic line, long credited to Prasoon Joshi, has surprising origins.

Few advertising taglines have left a lasting cultural impact like “Thanda Matlab Coca-Cola.” For many Indians in the early 2000s, it was more than just a slogan-it became part of everyday speech. And now, over two decades later, Aamir Khan has shared a surprising twist about its origins.

In a recent interview with The Lallantop, while promoting his film Sitare Zameen Par, Khan revealed that the famous line was actually coined by Ashutosh Gowariker, who directed the original Coca-Cola ad. Though the campaign has long been associated with Prasoon Joshi, then national creative director at McCann Erickson India, Khan clarified that Gowariker first came up with the phrase.

Best known for directing Lagaan and penning lyrics for Taare Zameen Par, Gowariker played a key role in shaping what became one of India’s most beloved ad campaigns.

Coca-Cola had returned to India in 1993 after a hiatus since the late ’70s. By the early 2000s, the brand was repositioning itself for a younger, more diverse audience. Aamir Khan, who had previously appeared in Pepsi ads, came onboard in 2002-debuting in his now-iconic avatars, including a Nepali watchman and Bengali babu, all delivering the message: “Thanda Matlab Coca-Cola.”

The insight was simple yet powerful. In India, “thanda” (cold) was a catch-all term for soft drinks. The campaign, led creatively by Joshi and backed by McCann, aimed to own that word-introducing a Rs 5 “chota bottle” to target small-town and rural markets.

Over time, eight major ads were rolled out, each reinforcing the brand’s emotional and cultural connect. Aamir’s recent acknowledgment of Gowariker’s contribution only deepens the legacy of a campaign that truly redefined Indian advertising.

Khan remains Coca-Cola’s brand ambassador to this day, most recently seen in a campaign for Coca-Cola Charged with actor Darshan Safari-proof that some taglines, and partnerships, never lose their fizz.