With Diljit and now Yash, Coca-Cola appears to be strengthening its sonic branding play-turning everyday snack pairings into distinctive audio cues rather than relying purely on visual spectacle.
Earlier, Diljit Dosanjh popularised an exaggerated “aaah” in a campaign that transformed common foods into playful, repeatable mnemonics. Now, the brand’s latest film featuring Kannada star Yash follows a similar approach. In it, the familiar South Indian snack bonda is paired with Coke, stretching the word into a catchy “Bondaaah” that doubles as both description and expression.
Video Link: https://www.youtube.com/watch?v=u_6JbMnitzA
While Diljit’s execution leaned into Punjabi humour and meme-friendly exaggeration, Yash’s version draws from a distinctly southern food ritual. The common thread is not visual storytelling but sound-simple, elongated phrases designed to be spoken, mimicked and shared.
In a category dominated by high-decibel, visually heavy advertising, Coca-Cola’s shift toward audio recall offers a different path to memorability. A repeatable soundbite can travel quickly across short-form video platforms, often outpacing purely visual gags.
The strategy of linking beverages with specific dishes is not new. Thums Up, for instance, previously paired its drink with biryani in campaigns featuring Shah Rukh Khan.
As summer nears and competition intensifies-from legacy colas to zero-sugar and non-alcoholic alternatives-owning a distinct sound may be Coca-Cola’s way of cutting through the noise.
