Dhaka, Bangladesh – A 60-second Coca-Cola ad in Bangladesh has ignited significant criticism against the company for allegedly distancing itself from Israel amid the conflict in Gaza.

Since October 7, when Israel's offensive on Gaza began, numerous companies, including Coca-Cola, have experienced a sales decline in predominantly Muslim countries, with consumers calling for a boycott of businesses believed to have connections with the Israeli government and military.

Local media reports indicate Coca-Cola's sales in Bangladesh have dropped by about 23 percent since the war in Gaza started. The company has since intensified its advertising campaign in the country with more visibility in newspapers and on news websites.

On Sunday, in an effort to counteract the decline, Coca-Cola released an advertisement on TV and social media to debunk the "misinformation" labeling it as an Israeli product. The ad emphasized that Coca-Cola "has been enjoyed for 138 years by people in 190 countries".

The Bengali ad begins on a hot day in a market, showing a young man approaching a middle-aged shopkeeper engrossed in watching a Coke Studio song on his phone.

"How are you, Sohail? Would you like a Coke?" asks the shopkeeper, directing a fan towards his sweaty customer. The customer responds, "No Bablu bhai [brother], I’m done with it."

When asked why, the young man hints that the product is from "that place," implying Israel.

The shopkeeper then has a dialogue with the man and his friends, clarifying that Coca-Cola is not from "that place" and dismissing the misinformation about its origin.

He states, "Coke is not from ‘that place’. For 138 years, people in 190 countries, including Turkey, Spain, and Dubai, have enjoyed it. Even Palestine has a Coke factory."

Convinced, Sohail requests a bottle of Coke.

‘Ludicrous attempt’

The ad first aired in Bangladesh during the India-Pakistan cricket match in the Twenty20 World Cup, held in the United States and the Caribbean, where Coca-Cola is also headquartered.

The ad quickly sparked outrage, with many Bangladeshis criticizing its "insensitivity" and falsehoods.

“If cringe-fest had a literal representation, it would be this ad," remarked Jumanah Parisa, a student at Brac University in Dhaka. "If this doesn’t hurt Coke sales, nothing will.”

Hasan Habib, a businessman from Dhaka, stated he has been boycotting Coke since Israel's attack on Gaza. "This ridiculous attempt to disconnect Coke from Israel reinforces my resolve to continue the boycott," he said.

Part of the advertisement's criticism is its claim that "even Palestine has a Coke factory," despite the Coca-Cola factory being located in the occupied West Bank’s Atarot, an illegal Israeli settlement under international law.

“This statement is utterly insensitive and false,” said Nadia Tabassum Khan, a market researcher in Dhaka. “It mocks the millions of Palestinians losing their lands to Israel’s occupation.”

On Wednesday, an online shoe shop in Bangladesh protested by releasing an ad showing a man kicking a Coke bottle while wearing their shoes.

Abdul Al Nayan, ZIS’s marketing manager, told Al Jazeera that the ad was made to show support for the Boycott Coke movement.

"As a marketing professional, I seized this opportunity to position our product in line with a highly discussed issue," he said. "As a Muslim, I also strongly oppose Coke and its failed attempt to distance itself from Israel."

Omar Nasif Abdullah, a marketing lecturer at North-South University in Bangladesh, told Al Jazeera that the ad demonstrates Coca-Cola's failure to understand the public sentiment.

“The new PR campaign is filled with the wrong message and approach," he stated. "In the competitive marketing world, such a mistake is unforgivable.”

Amid the growing backlash, Coca-Cola removed the ad from YouTube and Facebook for about five hours on Tuesday without explanation. Later, the ad was quietly re-uploaded, but comments were disabled due to the surge of angry messages.

However, the commercials continue to air on TV.

Al Jazeera reached out to Coca-Cola officials in Bangladesh for their comments on the backlash, but received no response.

Economic pressure

This controversy is part of a larger global reaction Coca-Cola faces over the Gaza conflict.

“Coke, as a symbol of American culture, is believed to be pressured economically to force Washington, Israel’s biggest ally, to intervene in the Palestine issue,” explained Zahed Ur Rahman, a political analyst based in Dhaka, to Al Jazeera.

According to Rahman, there is a common belief in Bangladesh that Coke "directly funds some Israeli entities".

In February, Coca-Cola sold its Bangladeshi bottling operations to a Turkish associate, Coca-Cola Icecek. Despite denials that the sale was due to declining sales, Rahman suggests it may be part of an effort to regain the market with the involvement of a company from another Muslim-majority nation.

Meanwhile, Bangladesh has seen a rise in the popularity of Mojo, a local cola brand that has now become an alternative to Coke for many.

Actor Saraf Ahmed Jibon, who portrays the shopkeeper in the ad, posted on Facebook that Coca-Cola hired him to direct and act in the commercial.

“I worked with the information and data provided by their agency. This was purely a professional assignment … I do not support Israel in any way and never will. I always stand for justice and humanity,” wrote the 41-year-old actor.

However, many in Bangladesh were not swayed by his explanation.

Author and columnist Faiz Ahmad Taiyeb criticized the actor’s justification, commenting on Jibon’s post that "actors should verify the factual accuracy of a script before participating in an ad".

"Are you justifying selling your humanity for money?" remarked another Facebook user.