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Sprite celebrates spirit of ‘jugaad’, tells youth ‘Chalo Apni Chaal’

Conceptualised by O&M, the campaign builds on the characteristic candour and ingenuity of brand Sprite that has resonated for over a decade. The film has been directed by ad film maker Prasoon Pandey

BestMediaInfo Bureau | Delhi | February 4, 2013

In a country of over a billion people, the common man faces many challenges. Getting ahead in life is not easy. So how does one get ahead? Leveraging its signature ‘ingenuity’ and ‘sharp wit’ to inspire the youth, Sprite is all set to unveil its integrated communication campaign for 2013 – ‘Chalo Apni Chaal’.

Talking about the new campaign, Anupama Ahluwalia, VP - Marketing, Coca-Cola India, said, “Brand Sprite has always been synonymous with an honest, no-nonsense attitude. The ‘Chalo Apni Chaal’ doctrine is for those who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. ‘Chalo Apni Chaal’ inspires the youth to overcome challenges or tricky situations and to carve their own path using their ingenuity, humour and clear thinking.”

The campaign is targeted at the youth who want to get ahead in life by using their own ingenious and imaginative ways. The campaign builds on the characteristic honest, no-nonsense attitude of brand Sprite which has captured the imagination of the youth for over a decade. It urges the young minds to have a fresh approach, and think differently to achieve their goals.

Commenting on the campaign, Piyush Pandey, Executive Chairman & NCD, Ogilvy & Mather, said, “Sprite has always stood for “Fresh Thinking” and coming up with clever solutions for everyday problems. The Sprite protagonist always walks off the beaten path. In this campaign the protagonist faces multiple challenges and makes his own unique move to get through them. There is irreverence in the stories that embody the witty, intelligent attitude of the brand. I am sure the campaign will inspire the youth to ‘Chalo Apni Chaal’.”

The TVC:

[youtube]http://www.youtube.com/watch?v=4M11vBGu4D8[/youtube]

The campaign been conceptualised by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, directed by reputed ad film maker Prasoon Pandey of Corcoise films, and features music by Dhruv Ghanekar, a Founding partner of Smoke Music Productions and blueFROG.

In addition to leveraging mass media advertising, the integrated communication plan includes rollout of an array of touch-points including OOH media, digital, point of sale merchandise and on-ground initiatives across all key markets.

Info@BestMediaInfo.com

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