Coca-Cola India’s Charged Unleashes Bold New Brand Identity

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Synopsis

Coca-Cola India’s Charged energy drink has unveiled its new brand identity featuring the Wolf mascot, created by BRANDED, to embody physical agility and mental alertness.

Key takeaways

• A bold new identity with the Wolf mascot takes center stage.
• Created by BRANDED, the Wolf symbolizes both agility and alertness.
• The new design pairs with the “Mind Charged, Body Charged” campaign starring Aamir Khan.
• Coca-Cola India’s new packaging reinforces Charged’s unstoppable energy.

Charged’s new identity

Charged, Coca-Cola India’s energy drink, has launched a striking new brand identity that introduces the Wolf as its mascot.

Developed by the design and branding agency BRANDED, the Wolf isn’t merely a mascot — it’s a representation of the drink’s core message: Mind Charged, Body Charged.

It’s an icon of physical agility and mental alertness, perfectly in sync with the energy drink’s positioning.

Aamir Khan and the cave man return

The unveiling of the Wolf aligns with the latest season of the “Mind Charged, Body Charged” campaign, starring Bollywood superstar Aamir Khan in his Cave Man avatar.

The pairing of the Cave Man and the Wolf is designed to create an instant visual connection and amplify the drink’s promise of alertness and energy.

Charged, Coca-Cola India’s energy drink, has introduced a striking new look and a fierce new mascot — the Wolf.
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— afaqs! (@afaqs) June 4, 2025

BRANDED’s vision for Charged

Ankur Rander, founder and CEO at BRANDED, highlighted the purpose behind the Wolf’s creation:

“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.”

The high-contrast colours and detailed design of the Wolf are deliberate, giving Charged a visual identity that’s as aggressive and energetic as the drink itself.

A bold new packaging

Sumeli Chatterjee, category head, sparkling flavours (India and Southwest Asia) at The Coca-Cola Company, expressed her excitement about the new brand identity:

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

This new identity underscores Charged’s goal: to become the go-to choice for those seeking a rush of adrenaline and unwavering energy.

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