Sprite India uses AI to create hyper-localised summer ads with Sharvari Wagh

The summer season in India varies across the country, from the dry heat of the north to the humidity of coastal cities.

Recognising this, Sprite India has taken a different approach to its latest campaign, using AI to produce multiple hyper-localised ad films featuring brand ambassador Sharvari Wagh.

Instead of relying on a single generic narrative, the brand has created several versions of the same idea, each adapted to reflect regional nuances of summer.

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AI as part of the narrative

In the campaign AI is used not just as a production tool, but is an integral part of the story itself.

In the ads, Sharvari Wagh asks AI for solutions to beat the heat, which leads to a series of exaggerated and bizarre solutions, that are often generated by the system. These range from impractical hacks like having an ice bath in the middle of the road or sitting inside a refrigerator while waiting for the traffic lights to turn green, highlighting the gap between artificial responses and real-world needs.

The narrative then shifts to “real” Sharvari coming in to save the day, with a cold bottle of Sprite and says, “Sprite gatak. Thand rakh.”

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Localisation at scale

Use of artificial intelligence in advertisements is always seen as a method of lowering the cost of production or speed up content creation. In this case, however, it is being used to enable contextual storytelling at scale.

Instead of creating a single, generic piece of communication for a national audience, the brand has developed multiple versions that reflect how summer is experienced locally, whether it’s the sweaty heat of Kolkata, the taptapi garmi of Patna, or the chipchipi garmi of Mumbai.

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The focus here is on how people experience everyday realities differently. The use of regional languages and cultural cues play a key role in making each version feel personal.

As AI tools become more accessible, the ability to create multiple versions of a campaign is no longer a constraint. The focus is increasingly shifting towards insight, and ensuring that each variation remains distinct and meaningful rather than repetitive.

The Sprite campaign highlights how brands can move beyond one-size-fits-all messaging, using AI not just for efficiency, but to build communication that feels closer to the audience’s lived experience.