Campaign India Team
May 12, 2015

Sprite protagonist thinks ahead this summer, stays clear

Watch the film conceptualised by Ogilvy & Mather here

Sprite has rolled out an ad film this summer that takes forward the brand's message of ‘Clear hai’. Conceptualised by Ogilvy & Mather, the film went on air on 9 May. 
 
The film begins with a friend warning the Sprite-drinking protagonist about the arrival of an annoying ‘friend’, who will ask the protagonist for his bike. The protagonist stays cool, and even predicts the outcome of their interaction.
 
When the person arrives and asks for ‘his’ bike, the protagonist asks the guy what he means by ‘his' or 'my’ bike, reasoning that it is ‘their’ bike. He goes on to paint a picture of what it would be like to take ‘their’ bike around. He talks about them washing the bike together, filling fuel together and paying the monthly instalments together, the twist being that the freeloading friend would be the one washing and paying for everything.
 
Realising what’s happening, the 'friend' says exactly what was predicted and leaves. As the protagonist goes back to drinking his Sprite, his companion bows down to him.
 
Debabrata Mukherjee, vice president, marketing and 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 straightforward, 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, executive creative director, Ogilvy Delhi, said, “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.”
 
Credits
Client: Coca Cola India
Creative agency: Ogilvy & India
Creative team: Piyush Pandey, Ajay Gahlaut, Krishna Mani, Shailender Mahajan, Varun Khullar
Production house: Corcoise films 
 
Source:
Campaign India

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