Punjabi singer-actor Diljit Dosanjh’s Dil-Luminati Tour has become a headline waiting to be published, however this time around Coke became part one such moment.
Staying true to his ability to give worth-recalling moments, Dosanjh adhered to a request by the Telangana government to not promote alcohol, and drugs.
The singer made subtle changes to his popular music his lyrics like “theke” became “hotel” and “daru” turned to “coke”. Instead of “5 tara theke”, Diljit sang “5 tara hotel.” and “daaru ‘ch lemonade” was sung as “Coke ‘ch lemonade.”
This further gained traction when fans attending his Hyderabad concert took to Instagram sharing snippets of Diljit Dosanjh altering references from booze to Coke. This made lyrics like “Dooja kamm bottlaan de datt pattne to “Dooja kamm Coke de datt pattne.”
Coca-Cola’s reaction to Diljit Dosanjh’s brand mention
The global soft-beverage manufacturer reacted to the singer’s viral brand mention video, which was reposted on the @teamdiljitdosanjh Instagram handle. This video itself crossed 2 million views so far.
The song, ‘Pehle Lalkare’ mentions three things Diljit Dosanjh wishes to accomplish. Coca-Cola’s India arm adds a fourth task to it. “Chautha kaam twade gaane japne (the fourth task is worshipping your songs),” Coke wrote in the comment box.
Netizen’s float their ideas behind Coca-Cola’s response
Social media users felt Coke has benefited from attention as a result of the change in lyrics. Another user commented, “Telangana govt – Don’t sing songs related to alcohol… Diljit be like – coke de datt pattne.”
While another said, “And that’s how you improvise! Befitting reply!”. A third user mentioned, “Going for Diljit’s concert and being able to witness Chamkila’s akhada was the best feeling,” A third user on Instagram said, “This reminded me that I don’t have Coke in my fridge. Bought a 2 litre one. Thanks.”
