Charged, Coca-Cola India’s electrifying drink, takes centre stage once again as the Cave Man returns in the latest season of Mind Charged, Body Charged. Featuring the ever-daring Aamir Khan in a prehistoric avatar, the brand has unveiled its new campaign for summer 2025, alongside a refreshed product identity and a bold new mascot—the wolf, symbolising strength and agility.
Charged sets itself apart in the market as the ultimate catalyst for achieving the impossible, offering both physical agility and mental sharpness. This concept is brought to life through a series of films starring Aamir Khan in an unprecedented caveman role, tackling unexpected adventures with an energised mind and body. The campaign, conceptualised by Ogilvy India, showcases the Cave Man navigating various humorous and thrilling situations with his Charged bottle—whether outsmarting a dinosaur, sparking a dance-off, or handling an unforeseen twist on a date night. In each instance, Charged powers his quick thinking and agility, helping him find ingenious solutions.
Sumeli Chatterjee, Category Head, Sparkling Flavours (India & Southwest Asia) at The Coca-Cola Company, shared, "The Charged drink has been highly praised by consumers, particularly for its taste. We are thrilled to introduce our new packaging, which is bold, sharp, and unstoppable, perfectly reflecting the character of the drink. The brand has consistently pursued innovative storytelling that remains exciting and unpredictable. Portrayed by the legend himself, Aamir Khan, our favourite Cave Man makes a comeback with his whole universe."
Aamir Khan expressed his enthusiasm, stating, "Being a part of Charged is truly special for me. It’s a brand that embodies boldness and originality, values I deeply respect. The 'Mind Charged, Body Charged' campaign aligns perfectly with my belief in striving for balance and excellence in every aspect of life. Collaborating on this has been a unique experience, and I’m eager to see how audiences embrace it."
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, "Charged is back, and this time, Aamir Khan goes back in time as a Stone Age man. The quirky adventures of the prehistoric era beautifully align with the needs of the modern world—the kick to stay sharp, both physically and mentally. The campaign will engage the target audience in a fun and fresh way, offering something never seen before in the category, charging up the audience as much as the drink, if not more."
With its striking new label and bold visual refresh, Charged ensures it stands out on the shelves, reinforcing its appeal as the go-to energy drink. Grab your Charged today—the electrifying beverage that fuels both mind and body!
