Top Story


Home >> Advertising >> Article

Sprite continues with its ‘Seedhi Baat’

Font Size   16
Sprite continues with its ‘Seedhi Baat’

Coca-Cola’s Sprite brand has continued with its theme of weeding out pretense and cutting to the chase in its latest communication effort, captured by the tagline – ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ The campaign has been conceptualised by Ajay Gahlaut and the team at O&M, Delhi, and directed by Vinil Matthew of Footcandles Films.

The strategic communication focuses on building a stronger connect with the youth, who prefer Sprite because of its unmatched thirst quenching ability and its refreshingly honest attitude. Srinivas Murthy, General Manager, Flavour Brands at Coca-Cola India, said, “Over the years, Sprite as a brand has become synonymous with no nonsense, honest and cut-through attitude. Our research has shown that the whole concept of ‘Seedhi Baat, No Bakwaas, Clear Hai?!’ has worked very well for Sprite, making it India’s largest selling soft drink brand in the clear lime segment.”

The Sprite communication dramatises this insight by depicting a situation where a teenage boy is trying hard to get friendly with a girl. He adopts this long-winded approach of getting friendly with her parents or playing with her dog. Against this backdrop, there is the Sprite protagonist, who very nonchalantly cuts to the chase by going up and befriending the girl directly. The humour in the plot is heightened by some quirky treatment and depiction of the situation.

The communication initiative targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focusing on the Sprite attitude of ‘Seedhi Baat, No Bakwaas’. To drive the message, a range of OOH media are being leveraged at key locations starting from university campuses to other youth hangout zones, including interactive mediums like mobile and the Internet, each having clutter breaking, location specific messages.

The brand communication campaign is scheduled to be aired on all leading TV channels in the middle of February 2009.

Ajay Gahlaut Group Creative Director - Delhi, Ogilvy & Mather, said, “The new communication initiative for 2009 is focused on the simple thirst quenching ability and unpretentious attitude of Sprite. The youth today are continuously looking for smarter ways to move up levels quickly and are constantly seeking to take easier and uncomplicated routes. The new communication’s simple story-line depicts Sprite as a cool and edgy brand for the youth. We believe that the new communication will further strengthen Sprite’s connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humour.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking