Coca-Cola India is unveiling its latest integrated communication initiative for its lime drink brand Sprite. Taking the ‘fresh minds think better’ campaign to the next level, the new 360-degree initiative, ‘Rasta Clear Hai’, celebrates the youth of today, who use their ingenuity to overcome odds and carve a clear path to achieve their goals.
The new communication focuses on building a stronger connect with the youth. ‘Sprite - Rasta Clear Hai’ endorses the teens’ ability to deal with many situations, including when they’re handed out a seemingly raw deal, or believe they may be at a disadvantage, and yet find their way through using their wit, humour and fresh thinking.
According to Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia, “Being synonymous with a no-nonsense, honest and cut-through attitude, brand Sprite has been successfully inspiring teenagers to think fresh even when the odds are stacked up against them and find a solution. Through the ‘Rasta Clear Hai’ campaign, we wish to further induct a new batch of fresh thinkers and celebrate their ingenuity.”
The Sprite ‘Rasta Clear Hai’ campaign has been conceptualised by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather; directed by ad film maker Prasoon Pandey, Corcoise Films and features music by Dhruv Ghanekar, a founding partner of Smoke Music Productions and Blue Frog.
The campaign will reach out to the youth through an array of touch points, including television ads, outdoor, radio, on-ground activation and social media.
The new TVC titled, ‘The Guitar’ showcases how the Sprite protagonist has to face a guy who seemingly has an advantage over him and stands between him and his goal. The protagonist has to use his fresh thinking to overcome the situation, neutralise the disadvantage and get his goal to emerge as a winner.