Indiantelevision.com Team

(30 April 2009 8:40 pm)

NEW DELHI: Coca-Cola India’s clear lime drink Sprite has launched a consumer initiative in partnership with Kolkata Knight Riders, the IPL team franchise owned by Shah Rukh Khan.

Under this, Coke has rolled out limited edition of ‘Sprite Kolkata Knight Riders’ bottle. The limited edition PET bottles will be available with insignia of key players of the Kolkata Knight Riders team. Consumers will have the option of choosing either a Sprite bottle featuring Saurav Ganguly, Ishant Sharma and David Hussey or one with the insignia of Saurav Ganguly, Brendon Mc Cullum and Murli Kartik.

In addition, Sprite has introduced digital initiative ‘Kholega toh milega’ in association with Kolkata Knight Riders and Nokia. The innovation aims to connect and engage with the youth across the country through cricket and mobile phones.

As part of the initiative, consumers need to drink Sprite and find a 9 digit code under the crown or behind the label and SMS the code to 58558. Also consumers can call 186 0233 2233 and register the code through an Interactive Voice Response System (IVRS).

Winners will get an opportunity to meet Shahrukh Khan and members of the Kolkata Knight Riders team. In addition, consumers can win a Nokia mobile phone every hour till 19 June 2009. The entire initiative is applicable on 200 ml, 300 ml returnable glass bottles (RGB) and also on all PET packs of Sprite.

Says Coca-Cola India general manager – Marketing, flavours Srinivas Murthy, “Over the years, Sprite has grown to be the largest selling sparkling brand in the clear lime segment. Independent research reports have shown, out of the 230 million mobile phone users in the country, the youth continues to be the largest users of mobile phones. Combining this key insight with the passion of T20 cricket, we have launched a special edition ‘Sprite Kolkata Knight Riders’ bottle. In addition, as part of our 360 degree consumer engagement program, we are also rolling out the ‘Kholega toh milega’ digital initiative. I am confident that all soft drink consumers would find this entire initiative appealing.”

Further, the beverage company will soon launch a TVC on ‘Kholega toh milega’ featuring Shah Rukh Khan to further promote the initiative.