Indiantelevision.com Team

(7 February 2008 5:00 pm)

MUMBAI: For the summer of 2008, Coca-Cola India has announced the launch of an integrated brand communication initiative for their clear lime soft drink brand Sprite.

With the tagline Seedhi Baat, No Bakwaas, Clear Hai?, the latest 360-degree communication initiative has been designed to focus on the new Sprite attitude of having a cut-through perspective on life by stating facts as they are, says an official announcement.

Developed by Ogilvy & Mather, the strategic communication will focus on building a stronger connect with the youth who prefer Sprite because of its unmatched thirst-quenching ability and its refreshingly honest attitude. To deliver the strategic messaging, the integrated communication programme will leverage a range of delivery channels - out-of-home media, digital platforms and mass media advertising.

Coca-Cola India VP of marketing Venkatesh Kini said, "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, Clear Hai?, 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."

Commenting on the creative thoughts behind the campaign, Ogilvy & Mather's senior creative director Titus Upputuru said, "The 2008 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."