Indiantelevision.com Team

(14 April 2009 2:45 pm)

MUMBAI: Sprite, the associate sponsor and the official pouring partner of the IPL franchise Kolkata Knight Riders (KKR), will launch its new communication initiative during the second season of the Indian Premier League.

As part of Sprite's 360 degree communication strategy, KKR owner and Bollywood actor Shahrukh Khan, KKR captain Saurav Ganguly and other members of the team including Murali Karthik and Ajit Agarkar will feature in the campaign which will be aired during the IPL. The campaign intends to complement KKR's official theme, "Korbo, Lorbo, Jeetbo Re" (To Do! To Fight! To Win!).

Says Coca-Cola India general manager- marketing (flavors) Srinivas Murthy, "Brand Sprite has always stood for cut-through clarity and has a refreshingly honest take on life. We aimed at taking these values forward through our association with Kolkata Knight Riders. The overall brand values of the KKR team rings through clearly in our communication. We have integrated Shahrukh Khan, Saurav Ganguly and the players of KKR into Sprite's communication and other brand initiatives."

Conceptualised by Ogilvy & Mather, Delhi, the communication has been shot in a series of two films and is produced by Red Chillies Entertainment.

Commenting on the creative thought behind Sprite's latest communication initiative, Ogilvy & Mather Group creative director-Delhi Ajay Gahlaut says, "The latest communication further advances on Sprite's no-nonsense, honest and cut-through attitude and complements KKR's competitive spirit. In addition, the new communication's simple story-line depicts Sprite as a cool and edgy brand for the youth who are passionate about cricket. We believe that the new communication will further strengthen Sprite's connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humour."

Brand Sprite's communication plans also involve a range of consumer engagement programmes across various media platforms including out-of-home, digital and mass media advertising.

For OOH media, special creatives have been developed which will feature team players of KKR including Ishant Sharma and Brendon McCullum along with Sourav Ganguly.

Meanwhile, 11 budding cricketers of the Sourav Ganguly's recently launched Sprite Nokia Para (neighborhood) cricket series, to be held till 17 April, will be sent to South Africa to cheer for Kolkata Knight Riders during IPL.

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Coke’s Sprite is associate sponsor of Kolkata Knight Riders