Indiantelevision.com Team

(5 February 2009 9:00 pm)

NEW DELHI : Coca-Cola India has a launched new campaign in the clear lime segment for its soft drink Sprite based on its old theme, 'Seedhi baat, no bakwaas, clear hai'.

The TVC is slated to go on air by mid of February, on all leading television channels.

Says, Coca-Cola India GM -flavour brands Srinivas Murthy, "Over the years, Sprite, as a brand has become synonymous with having no nonsense, honest and cut-through attitude. Our research has shown that the whole concept of 'Seedhi Baat, No Bakwaas, Clear Hai?!' has worked very well for Sprite, making it India’s largest selling soft drink brand in the clear lime segment."

The youth are the main target audiences of the new campaign, which is based on the theme of 'weeding out pretense and cutting to the chase' an extension of its original theme.

The campaign has been conceptualised by Ogilvy and Mather Delhi creative team headed by Ajay Gahlaut and has been directed by Vinil Matthew of Footcandles Films. It shows a teenage boy who inorder to get friendly with a girl, gets friendly with her parents first and plays with her dog. Against this backdrop, we have the protagonist very nonchalantly cuts to the chase by going up and befriending the girl directly.

The campaign will be further promoted through out-of-home media (OOH) and digital platforms.