Coca-Cola’s 'Bondaaah' With Yash Expands Sonic Strategy India Push

Coca-Cola has extended its sound-led advertising approach by bringing Kannada actor Yash into a new campaign built around the word “Bondaaah.”

The move follows the brand’s earlier collaboration with Diljit Dosanjh, whose drawn-out “aaah” reaction was used to highlight everyday food pairings with the soft drink.

The latest advertising campaign centres on a common South Indian snack, bonda, paired with a chilled bottle of Coke.

As Yash takes a bite and a sip, the word “bonda” stretches into “Bondaaah,” turning a routine eating moment into a repeatable audio branding cue.

The campaign keeps the setting simple and focuses on the spoken hook, aiming to build brand recall through sound rather than heavy visual storytelling.

• Coca-Cola’s ‘Bondaaah’ campaign expands sonic branding strategy in India
• Yash's "Bondaaah" enhances Coca-Cola's regional recall in South India
• Coca-Cola focuses on sound-driven marketing with Yash and bonda pairing

Diljit’s earlier execution followed a similar format, pairing Coke with foods such as pizza, kulcha and bhatura, and ending with his stylised “aaah.” By adapting the idea to a southern context with Yash and a local snack, Coca-Cola is replicating a tested structure while shifting cultural references to reach a wider regional marketing audience.

The strategy reflects increasing competition in the carbonated beverage market, where brands are looking for distinct recall devices. Instead of relying only on celebrity presence or spectacle, Coca-Cola is building a series of short, repeatable expressions that can circulate easily across television and digital platforms. The emphasis on phonetic recall positions the brand within everyday eating occasions and strengthens its India marketing strategy.

Other cola brands, including Thums Up, have previously used strong food associations and celebrity endorsement narratives to reinforce consumption moments. Coca-Cola’s current approach narrows that focus to a single word designed to be mimicked and shared, signalling a sharper focus on sonic branding in India.

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With “Bondaaah,” the company continues its attempt to convert routine snack pairings into identifiable, shareable brand-linked sounds across regions.