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 navigate through tough situations/ obstacles. We wanted to bring forth the message to youth that Sprite provides for an ecosystem of clarity in all aspects of life. An ice-cold, refreshing bottle of Sprite helps you think clear and work smart. This is what the 2014 campaign depicts.”
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.
About Coca-Cola India
Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products - Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola system in India has registered 29 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.
The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the “Support My School” program – a movement for healthy, active, happy schools, the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.
For further information on the company's India operations and its products, please visit www.coca-colaindia.com
