Campaign India Team
Sep 05, 2013

Sprite ‘Teen Till I die’ beckons youth to make their own moves, online

Digital-experiential campaign conceived by Con ten Media; Webchutney Studio to handle publication and promotion on social

Coca-Cola’s clear soft drink brand Sprite has launched a nationwide contest for youth driven by social media, titled ‘Teen Till I Die’. This is in line with the brand’s signature ‘Chalo Apni Chaal’, unveiled early this year.

The digital-experiential campaign has been conceived and will be executed by Con ten Media, while Webchutney Studio will handle publication and promotion on social media. The contest will run through the month of September.

Participants need to shoot a video (of two minutes or less) showcasing their skill in one of the four genres - music, comedy, dance or art - and upload them on www.teentillidie.com. The most popular videos of each day or ‘Chaal of the day’, will be rewarded with merchandise from Fastrack. Based on public voting and judging by experts in each field, eventual winners will get a chance to be on air for a month on Channel V and be the opening act at two college festivals – IIT Delhi’s Rendezvous and IIT Mumbai’s Mood Indigo.

The Sprite brand team will help promote videos chosen through popular vote across Facebook, Youtube and Channel V, while the campaign will also see an on-ground leg, touching 250 colleges across 24 cities.

Anupama Ahluwalia, VP - marketing, Coca-Cola India, said, “Sprite has always urged teens to bring out this side of them - believe in themselves, have the inventiveness to rise up to challenges and beat all odds. With ‘Teen Till I Die’, we are opening up opportunities for teens to get noticed for their talent by some of the best in the industry. We have taken the campaign digital as this is the best way to connect with teens and reach out to them.”

The top five videos from each category being judged by Vishal-Shekhar (music), Vir Das (stand-up comedy), Terence Lewis (dance) and Daku (art).

Source:
Campaign India

Related Articles

Just Published

13 hours ago

Itch you can’t ignore: Sebamed scratches at the truth

Its latest campaign takes a cheeky swipe at anti-dandruff clichés, spotlighting how itch—not just flakes—disrupts everyday moments.

18 hours ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

20 hours ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

20 hours ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.