Coca-Cola India has launched a new campaign in the clear lime segment for its soft drink Sprite based on its old theme, ‘Seedhi baat, no bakwaas, clear hai’.
The TVC is scheduled to go on air on all leading television channels by mid-February.
Coca-Cola India GM -flavour brands Srinivas Murthy says, “Over the years, Sprite, as a brand has become synonymous with having no nonsense, honest and cut-through attitude. Our research has shown that the whole concept of ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ has worked very well for Sprite, making it India’s largest selling soft drink brand in the clear lime segment.”
The campaign is based on the theme of ‘weeding out pretence and cutting to the chase’ – an extension of its original theme. The main target audience of the new campaign is the youth.
The Ogilvy and Mather Delhi creative team headed by Ajay Gahlaut conceptualized the campaign and it was directed by Vinil Matthew of Footcandles Films. It shows a teenage boy who, in order to get friendly with a girl, first gets friendly with her parents and plays with her dog. Against The protagonist very casually cuts to the chase by befriending the girl directly.
The campaign will be further promoted through out-of-home media (OOH) and digital platforms.