Coca-Cola India’s energy drink, Charged, has unveiled a bold new brand identity featuring a dynamic mascot, the Wolf.
This rebranding aligns with the drink’s core philosophy: “Mind Charged, Body Charged,” symbolising both mental alertness and physical agility.
The Wolf made its debut alongside Aamir Khan’s Cave Man character in the latest season of the “Mind Charged, Body Charged” campaign. BRANDED crafted the mascot using high-contrast colours and sharp detailing to reflect the product’s focus on energy and vitality.
Ankur Rander, Founder and CEO of BRANDED, stated, “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.”
Sumeli Chatterjee, Category Head for Sparkling Flavours (India and Southwest Asia) at The Coca-Cola Company, expressed enthusiasm about the new packaging, describing it as “bold, sharp, and unstoppable,” perfectly reflecting the character of the drink.
