Sprite, the biggest contributor to Coca-Cola India’s growth, unveils a new campaign
- Partners with OTT platform ‘aha’ and south superstar Nani for the campaign
- The humorous film takes on a witty approach to encourage consumers to have a chilled Sprite in over-heated situations
Sprite was the biggest contributor to overall volume-led growth for Coca-Cola India in the first half of the year. It is also the brand with the highest household penetration in the company’s India portfolio in addition to being India’s most loved soft drink, with 1 in 3 Indians calling it their #1 choice.
The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content - making Sprite their choice of beverage for when they wish to sit back and binge their favourite show or movie.
The campaign will adopt a 360-degree marketing approach leveraging multiple touchpoints for optimizing reach and consumer engagement, including television, digital, print, as well as OOH activations. Sprite has partnered with OTT platform ‘aha’ for the campaign. In addition to this, the film features Telugu superstar Nani popularly known by his fans as “Natural Star”. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.
Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavors Category, Coca-Cola INSWA, said, “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood.
We are thrilled to partner with one of South India’s biggest stars Nani, who is widely loved in the region and will further help us enhance consumer connect.”
The humorous TVC takes an enjoyable approach to showcase how consistent interruptions while watching your favourite OTT show or movie can prove to be very frustrating. It then depicts how just a sip of Sprite can reinstate calmness to the drinker within seconds and indulge in his favourite enjoyable genres.
Speaking about his association with Sprite’s new campaign, Nani, Telugu superstar, said, “There is no drink that calms you down like a Sprite does. Being an artist with hectic schedules, Sprite has always been the refreshment of choice for me. I'm very happy to be a part of the brand’s new campaign.”
Watch the TVC in Telugu here: https://www.youtube.com/watch?v=SJJdvlRHa-g