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).