Coca-Cola India Launches New Charged Brand Identity with Electrifying Wolf Mascot, ET BrandEquity

Highlights

• Charged, the electrifying drink by Coca-Cola India, has launched a bold new identity featuring a mascot named the Wolf, created by the branding agency Branded.
• The Wolf symbolises physical agility and mental alertness, embodying the brand’s core philosophy of ‘Mind Charged, Body Charged.’
• Sumeli Chatterjee, category head for sparkling flavours at The Coca-Cola Company, expressed excitement over the new packaging, which reflects the bold and unstoppable character of the drink.

Charged, the electrifying drink by Coca-Cola India, has unveiled a bold new identity with the launch of its dynamic mascot — the Wolf. Created by Branded, the Wolf made its debut alongside the return of Aamir Khan’s Cave Man in the latest season of “Mind Charged, Body Charged.”

Since its introduction, the Wolf has become a powerful symbol of physical agility and mental alertness, perfectly embodying what it means to be Charged, the press note stated.

Entrusted with reimagining the brand’s visual world, Branded designed The Wolf to embody Charged’s core philosophy: Mind Charged, Body Charged. With high contrast colours and precise detailing, the Wolf is a vivid reflection of how Charged keeps consumers switched on and ready to take on the day.

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.”

“In a category that’s all adrenaline and attitude, we knew we had to create something that hits instantly. The wolf isn’t just a mascot — it’s a mindset,” said Ankur Rander, founder and chief executive officer at Branded.

• Published On Jun 4, 2025 at 03:00 PM IST

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