Certain ad campaigns become pop culture landmarks. "Thanda Matlab Coca-Cola" is a tagline that falls into this category, immortalized in the minds of an entire generation of Indians from the early 2000s.

But while most of us fondly remember Aamir Khan’s quirky regional avatars and the infectious jingle, there’s a twist in the story few saw coming.

During a recent interview with The Lallantop to promote his film Sitare Zameen Par, Aamir Khan revealed a surprising fact: the now-iconic phrase wasn’t originally conceived by lyricist and ad legend Prasoon Joshi, as widely believed. It was, in fact, the brainchild of filmmaker Ashutosh Gowariker, the man best known for directing Lagaan and writing songs for Taare Zameen Par. Khan shared that Gowariker not only directed the original Coca-Cola ad but also came up with the line that would soon redefine how Indians referred to soft drinks.

To see just how groundbreaking that notion was, we have to go back a little way or so to the early 2000s. Coca-Cola returned to the Indian market in 1993 after it had been compelled to leave in the late 1970s because of regulatory obstacles. Following that, in the first few years, it failed to relate fully to the Indian viewers. Though big names like Aishwarya Rai and Hrithik Roshan had endorsed the brand, something was missing until the campaign took a fresh turn.

In 2002, Coca-Cola tapped into a unique cultural insight. Across much of India, the word thanda (cold) was colloquially used to refer to any soft drink. Recognizing the power of language, newly onboarded McCann Erickson creative director Prasoon Joshi decided the brand should “own” that word. He introduced the concept of the Rs 5 “chota bottle” to target small-town and rural consumers. But it was Aamir Khan’s performances that truly brought the campaign to life.

Donning a range of avatars from a street-smart tapori to a Nepali watchman and a Bengali intellectual, Khan became the common thread uniting India’s linguistic and regional diversity. Each ad ended with the punchline “Thanda Matlab Coca-Cola,” embedding it in the nation’s collective vocabulary.

The campaign evolved into a cultural phenomenon with eight large ads and hundreds of variations over the years. It wasn't only about selling a beverage; it was about engaging people through language, feelings, and identification.

And now that Khan has shed light on Gowariker's role in conceptualizing the campaign, it places the vintage ads in a different perspective. While Joshi’s contributions as writer and creative visionary remain vital, Gowariker’s seed idea is finally getting the credit it deserves.

Over two decades later, Aamir Khan remains associated with Coca-Cola. His recent appearance in a campaign for Coca-Cola Charged with actor Darshan Safari proves the longevity of this partnership. And perhaps, just like the timeless fizz in a bottle, some ideas truly never go flat.