Note – At 19, myself and another renowned creative who was 22 at the time were pitching for the Coke account against the likes of Mohammed Khan and Ashok Kurien, advertising legends at the time, with the backing of McCann worldwide of course. We won the Coke pitch. And I did the first set of TVC’s for Coke India. Weiden and Kennedy were doing the commercials before that. WK had done a commercial for cricket that lacked empathy with the Indian consumer, beautifully shot and music by Nusrat Fateh Ali Khan but research revealed it was not

connecting with the consumer, it was a western interpretation of Indian cricket and too stylized. So I suggested we do a hard core Indianized version and Coke agreed. It was a 7 city shoot produced by Whitelight and I wrote the jingle in Hindi sung by Shankar Mahadevan. And McCann Erickson India which was newly formed after they had bought over Tara Sinha, won their first few awards as I did another cricket campaign as well that was awarded. (The resolution of the ads are low as they were done in 1994)