Sprite set to inspire moments of clarity and ingenuity

Sprite, India’s reigning soft drink brand in the clear lime segment, kick starts the year 2014 with a fresh new twist, reinforcing the signature Sprite promise “Clear Hai”. The drink which has created mind space across the country as a bastion of “ingenuity” and “clear thinking” is taking the proposition further with its latest campaign depicting a refreshing new side to the youth. Sprite, popular amongst its audience as a “Jugaad” drink, resonates the idea of ability to think clearly & overcoming obstacles to achieve one’s goals.  The campaign shows the Sprite protagonist using his wit and cleverness in a considerate manner, helping out two elderly ladies get a parking spot. 

Talking about the new campaign, Debabrata Mukherjee, Vice President, Marketing & Commercial, Coca-Cola India, said, “It has been a wonderful journey for Sprite in India.  This year, we have played up the product route allowing the amazing, lemony and icy cold refreshment of Sprite to allow the youth to get that moment of clarity and 

Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather Private Limited, said, “Sprite has always stood for clear thinking to overcome situations and a belief in walking off the beaten path. Our aim was to take this concept further this year. In this campaign, the Sprite protagonist is seen using the characteristic humor and clear thinking to challenge a situation, but this time in an effort to help out 2 old ladies. This thoughtfulness shows a softer side of today’s youth which we wanted to portray in the advertising.  This particular story has an extremely personal angle to it, but that we will talk about on another day and at another place.”

The campaign been conceptualized by Ajay Gahlaut, Group Creative Director and Piyush Pandey, Creative Head, Ogilvy and directed by reputed ad film maker, Prasoon Pandey, Corcoise films and features music by Dhruv Ghanekar.

The campaign will be launched through two fresh TVC’s ‘Valet’ and ‘Hill station’ which showcase two different daily life situations that every youngster in India can relate to. The story depicts how the brand helps the youngsters attain clarity of thought, in turn allowing them to think smart, overcome the obstacle and achieve their goals.
The ‘Valet’ film shows the Sprite protagonist use his clarity of mind & wit to outsmart a rude, arrogant driver who wrongfully takes up the parking spot of two helpless elderly ladies. While, the ‘Hill Station’ film brings to life the clear, chilled, transparent drink – Sprite, which is an ideal refreshment on a hot summer day for consumers.
In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.