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MAN IN THE SHADOW
McCANN-ERICKSON INDIA, Mumbai / COCA-COLA / 2003
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In India, the word 'Thanda' has many meanings. It means 'cool', 'cold', as well as 'refreshing'. Any refreshing drink, including soft drinks are also referred to as 'thanda'. Guests are asked whether they would prefer coffee, tea or 'thanda' (something cool and refreshing). Therefore the headline in Hindi (the local language) means "Cool Means Coca-Cola"
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