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New Sprite campaign cuts out the ‘bakwaas’ and gets straight to the point

09-February-2008
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New Sprite campaign cuts out the ‘bakwaas’ and gets straight to the point

Sprite, the clear aerated beverage from Coca-Cola India, has fired its salvo even before there is a hint of summer in the air. Conceptualised by O&M, the new Sprite campaign reiterates its original message of ‘Seedhi Baat, No Bakwaas’.

The brainchild of Titus Upputuru, Senior Creative Director, O&M, the new TVC has been produced by Soda Films and directed by Rajesh Krishnan.

Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, “Brand Sprite is all about having a refreshingly honest and irreverent perspective on life. Sprite’s new campaign, has been designed to strengthen the brand’s connect with the youth of today by engaging them in a simple, honest and straightforward manner. To deliver the message of ‘Seedhi Baat, No Bakwaas’ special care has been taken to reach out through clutter breaking innovations. This is all part of the 360-degree marketing communication campaign being rolled out.”

The campaign tells the story of a young man who is just being himself. He tells the truth, only the world is not ready to believe him. The young man, who is friendly with two girls, tells the truth to both of them about the other, but they refuse to believe him. The TVC ends with the tag line ‘Seedhi Baat. No Bakwaas’.

Elaborating on the creative thought behind the campaign, Upputuru said, “The Sprite campaign is focused on the thirst quenching, no nonsense and unpretentious attitude of the brand. The campaign has been specially designed to talk to the youth in their language through a unique and original style of graffiti and illustrations. Sprite believes in evolving with the youth, and in this day and age of SMS talk and edgy Internet advertising, the brand’s communication style is truly original and in touch with the language of the youth.”

Upputuru further said, “In its latest campaign Sprite has given a totally new take to the old adage, ‘Honesty is the best policy’. The latest 360-degree communication initiative has been designed to focus on the new Sprite attitude of having a cut-through perspective of life by stating facts as they are – ‘Seedhi Baat, No Bakwaas, Clear Hai!’.

Kini added, “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.”

“We are kicking off the campaign with television, to be followed by print, OOH, radio and the Internet. The campaign targets the youth by leveraging youth corridors through clutter breaking outdoor creative, all focusing on the new Sprite attitude of ‘Seedhi Baat, No Bakwaas’. To drive the message, a range of OOH media are also being leveraged, starting from movie theatres to university campuses and other youth hangout zones, each having clutter breaking, location specific messages,” Kini further said.

Citing some examples, Kini said, “A Sprite hoarding in a movie theater would read ‘Every movie, looks good in a trailer – Seedhi Baat, No Bakwaas’. Similarly, a bus-shelter would read ‘Just when the conversation gets interesting, her bus arrives – Seedhi Baat, No Bakwaas’.”

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