The Indian Premier League has seen some unusual tie-ups. Sprite, which is an associate sponsor of Shah Rukh Khan’s Kolkata Knight Riders, is rolling out a special ‘Kholega Toh Milega’ digital initiative. To support this initiative, Sprite (from the Coca-Cola stable) has planned a mass media campaign, for which it has roped in SRK, who has endorsed Pepsi.
Sprite has also announced the launch of a special edition ‘Sprite Kolkata Knight Riders’ bottle. The latest initiative is part of brand Sprite’s larger consumer engagement programme to leverage the second season of DLF IPL 2009. Complimenting the packaging innovation, Sprite is rolling out the ‘Kholega Toh Milega’ digital initiative in association with Kolkata Knight Riders and Nokia.
Srinivas Murthy, General Manager - Marketing (Flavors), Coca-Cola India, said, “Over the years, Sprite has grown to be the largest selling sparkling brand in the clear lime segment. Independent research reports have shown that out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, we have launched a special edition ‘Sprite Kolkata Knight Riders’ bottle. In addition, as part of our 360 degree consumer engagement programme, we are also rolling out the ‘Kholega Toh Bolega’ digital initiative. I am confident that all soft drink consumers would find this entire initiative appealing.”
The innovation aims to connect and engage with the youth across the country by tapping into their key passions – cricket and mobile phones. In regards to the special edition, consumers have a twin option of choosing either a Sprite bottle featuring Saurav Ganguly, Ishant Sharma and David Hussey or one with the insignia of Saurav Ganguly, Brendon McCullum and Murli Kartik.
As part of the same initiative, consumers just need to buy a bottle of Sprite and look out for a unique nine digit code under the crown or behind the label and SMS the code to 58558. Additionally, consumers have the option to and register the unique code through an Interactive Voice Response System (IVRS).
Lucky consumers will get an opportunity to meet Shah Rukh Khan and members of the Kolkata Knight Riders team. In addition, consumers also get a chance to win a Nokia mobile phone every hour till June 19, 2009. The entire initiative is applicable on 200 ml and 300 ml returnable glass bottles and also on all PET packs of Sprite.