Caveman Khan and Coca-Cola’s Charged: A primal power play

Charged, a beverage by Coca-Cola India, takes centerstage with return of the Cave Man in the new season of ‘Mind Charged, Body Charged’. Featuring actor Aamir Khan in a caveman avatar, Charged has launched its new campaign for the summer of 2025. This launch also introduces a refreshed product identity with a new mascot, the wolf, representing strength and agility.

This campaign’s creative vision is developed by Ogilvy India. In a series of films, Khan portrays a Cave Man engaging in various scenarios with his own ‘Charged’ bottle —whether outsmarting a dinosaur, starting a dance event, or managing a surprising situation on a date night. In each instance, ‘Charged’ uplifts his mind and body to think of unexpected solutions to the problems.

Sumeli Chatterjee, category head—sparkling flavours (India and Southwest Asia) at The Coca-Cola Company, said, “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 favorite Cave Man makes a comeback with his whole universe.”

Khan added, “Charged is 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 of Ogilvy India stated, “The campaign will engage the TG in a fun and fresh way with something that's completely unseen in the category, charging up the audience as much as the drink, if not more."

Campaign’s take: Coca-Cola India’s ‘Charged’ is back, and this time, it’s taking a prehistoric detour. Aamir Khan, known for his shape-shifting prowess, steps into the shoes—or rather, the bare feet—of a caveman in the latest ‘Mind Charged, Body Charged’ campaign. 

Created by Ogilvy India, the campaign leans into Khan’s signature transformational flair, portraying him in a series of quirky Stone Age scenarios where a sip of ‘Charged’ ignites mental sharpness and physical agility. Whether he’s commanding attention on a makeshift dance floor, or handling unexpected prehistoric drama, the drink becomes his secret weapon. 

With marketing strategies increasingly geared toward high-impact storytelling, ‘Charged’ reinforces its positioning as a catalyst for confidence and action. And with Khan’s chameleon-like ability to own any role, the caveman comeback ensures the brand’s narrative remains both fresh and unexpected.