Brandvibez | Where Creativity Meets Media

In a bold stride toward redefining the energy drink space in India, Charged by Coca-Cola has introduced a striking new brand mascot — the Wolf. Unveiled in the latest season of its campaign “Mind Charged, Body Charged”, the Wolf embodies the essence of raw energy, fierce alertness, and primal agility. Created by the creative agency BRANDED, the Wolf stands shoulder-to-shoulder with none other than Aamir Khan’s Cave Man, adding another layer of intrigue and intensity to the campaign.

This new identity doesn’t just introduce a character — it signals a cultural shift in the way the brand wants to be seen: bold, sharp, and unstoppable.

According to Sumeli Chatterjee, category head, sparkling flavours (India and Southwest Asia) at The Coca-Cola Company, the Wolf aligns perfectly with the product’s core energy promise.

“We are thrilled to introduce our new packaging, which is bold, sharp, and unstoppable, perfectly reflecting the character of the drink,” she said.

The Wolf is not just a visual gimmick — it’s a strategic symbol designed to resonate with a generation that values intensity, speed, and edge. With high-contrast colors, detailed graphic design, and an unmistakable presence, the mascot is aimed at capturing attention instantly and leaving a lasting impression.

“In a category that’s all adrenaline and attitude, we knew we had to create something that hits instantly,” said Ankur Rander, founder and CEO of BRANDED.
“The Wolf isn’t just a mascot — it’s a mindset.”

By fusing the raw physicality of a predator with the intellectual sharpness of modern youth, the Wolf becomes more than a creature — it becomes a totem for those who live life at full charge. The partnership with Aamir Khan, known for his transformational roles and intense screen presence, further amplifies the campaign’s energy and cultural reach.

With this move, Charged by Coca-Cola is not only raising the bar in the energy drink segment but also staking a claim to a unique emotional territory — where instinct meets insight, and style meets stamina.