In a new campaign designed by O&M and shot by Prasoon Pandey, the soft drink brand urges the youth to 'Think Fresh' in order to achieve their goals
Neha Saraiya | Delhi | March 1, 2012
With summer not too far off, Coca-Cola India has introduced a new marketing campaign for its product in the clear lime segment, Sprite. The brand, which had pegged its positioning as a refreshing drink with fresh ideas and an edgy approach, has this time embarked on a new communication – 'Rasta Clear Hai'. The campaign builds on the idea of 'fresh minds think better' that was propagated through its campaign last year.
Speaking about the new positioning, Anupama Ahluwalia, Vice-President – Marketing, Coca-Cola India and South West Asia, said, “Being synonymous with a no-nonsense, honest and cut-through attitude, brand Sprite has been successfully inspiring teenagers to think fresh even when the odds are stacked against them and find a solution. Through the 'Rasta Clear Hai' campaign, we wish to further induct a new batch of fresh thinkers and celebrate their ingenuity.”
The campaign, conceived by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, along with his team at O&M including Krishna Mani and Pulak Bisht, focuses on building a stronger connect with the youth that look up to Sprite for its refreshing perspective.
Said Gahlaut, “This time we have taken the human insight that no matter who you trust in life, there is somebody who will have an advantage over you in some way or the other, be it in terms of money, education or personality. This leads to a situation where you will have to compete with them for the same goal. Similarly, our Sprite commercial protagonist is a person who knows how to neutralise the other person's advantage and still get to his goals.”
The 45-second commercial shot at Aksa Beach in Mumbai is set around the coolness quotient of today's youth. The film showcases how the Sprite protagonist has to face a guy who seemingly has an 'advantage' over him and stands between him and his girl. The other guy tries to bank on his advantage by playing guitar to woo the girl. This is neutralised by the protagonist when he suggests to everybody that they dance to the cool music instead of just sitting down and listening to it. This results in swinging the situation to his advantage and other person's disadvantage, thus showing the protagonist as a clear winner.
The film has been directed by reputed veteran ad film maker Prasoon Pandey of Corcoise films. The jingle of the ad that has catchy lyrics like 'Mere paas guitar hai, sabko mujhse pyar hai…', features music by Dhruv Ghanekar, a founding partner of Smoke Music Productions and blueFROG.
Besides the current TVC, there is a second film on the anvil that will be released in the coming weeks. Additionally, the campaign will also reach out to the youth through an array of touch points including outdoor, radio, on-ground activation and social media.
It is to be noted that according to a report by Assocham, the size of the non-alcoholic beverages market in India is likely to touch Rs 11,000 crore by 2015 and carbonated beverages form a major chunk of this segment.
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