Conceptualised by Ogilvy & Mather, the new campaign takes forward Sprite’s ‘Clear Hai’ message to the teenagers, leading them onto the path of spontaneity
BestMediaInfo Bureau | Mumbai | May 12th, 2015
Friendships can be tricky, especially for teens who are growing up with friends of different personalities. While some friends are demanding, irritating and at times harmlessly wicked, there are others who are eager to extend a helping hand. And although helping out friends is a good thing, being taken advantage of isn’t a great feeling.
Turning the tables on the harmlessly wicked with inspiring moments of clarity and ingenuity, Sprite’s new campaign aims to take forward the brand’s ‘Clear Hai’ message to the teenagers, leading them onto the path of spontaneity and fresh thinking.
The campaign has been conceptualised by Ogilvy’s Executive Creative Director Ajay Gahlaut and Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather India and South Asia, and directed by ad film maker Prasoon Pandey of Corcoise films.
Commenting on the launch of the new integrated marketing campaign, Debabrata Mukherjee, Vice-President, Marketing & Commercial, Coca-Cola India, said, “Brand Sprite enjoys a great connect with the young consumers in India and is the preferred sparkling brand in the clear lime segment. Teenagers and youngsters of the new India love the brand because it resonates with their personality of being straight-forward, spontaneous and creative. We’ve remained consistent in our dialogue with the target audiences for brand Sprite and with the new campaign, we aim to deepen our connect with them.”
Ajay Gahlaut elaborated, “Over the years, Sprite has become synonymous with smart thinking. Clarity of thought, combined with a bit of ingenuity, has forever bailed out the Sprite protagonist from a tight situation. After making him go through many a hoop, this year we decided to keep him two steps ahead. Not just smart thinking, but thinking ahead.”
The film shows the Sprite protagonist use his clarity of mind and wit to overcome a situation of a pesky friend who keeps asking others for favours. The Sprite guy finds his own cool way to get out of this and also leaves others around him awestruck.
The amplification of the campaign will be through multiple touch points, including radio, cinema and will involve multiple situations from a teen’s life.
Creative agency: Ogilvy & Mather
Piyush Pandey, Executive Chairman & Creative Director, South Asia
Ajay Gahlaut, Executive Creative Director
Krishna Mani, Senior Creative Director
Shailender Mahajan, Senior Creative Director
Varun Khullar, Creative Controller