Sprite set to inspire more moments of clarity and ingenuity

The latest campaign, conceptualised by Ogilvy & Mather, comprises two TVCs – 'Valet' and 'Hill station' – reinforces the original signature Sprite promise – 'Clear Hai'

BestMediaInfo Bureau | Delhi | February 19, 2014

Click on the image to watch the TVC.

Sprite, a leading soft drink brand in the clear lime segment, has introduced a new twist, reinforcing the signature Sprite promise 'Clear Hai'. The drink is taking the proposition of “ingenuity” and “clear thinking” 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 and overcoming obstacles to achieve one's goals.

The campaign, conceptualised by Ogilvy & Mather, shows the Sprite protagonist using his wit and cleverness in a considerate manner, helping out two elderly ladies get a parking spot. The campaign has been led by O&M's Ajay Gahlaut, Group Creative Director, and Piyush Pandey, and directed by reputed ad film maker, Prasoon Pandey of Corcoise films.

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 the 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.”

Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather, 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 humour and clear thinking to challenge a situation, but this time in an effort to help out two 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 will be launched through two fresh TVCs – '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 and 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.

In addition to leveraging mass media advertising, the integrated communication plan includes rollout 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.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Ogilvy & Mather

Creative Team:

Piyush Pandey - Executive Chairman & Creative Director, South Asia

Ajay Gahlaut - Executive Creative Director

Krishna Mani - Sr. Creative Director

Pulak Bhisht - Sr. Creative Director

Varun Khullar - Creative Controller

Account Management:

Chandana Agarwal – Sr. VP

Abhishek Gupta - Client Services Director

Abhishek Advani – Sr. Account Executive

Account Planning:

Neeraj Bassi  - President, Planning

Sarabpreet Bedi  - VP, Planning

Nikhil Jain - Planning Director

Production House: Corcoise films

Director (film): Prasoon Pandey

Music: Dhruv Ghanekar.

Info@BestMediaInfo.com

Info@BestMediaInfo.com