BANGALORE: Coco Cola India's carbonated soft drink brand Sprite has announced the launch of a marketing initiative to strengthen the consumer-connection with the equity built around its "Sprite Bujhaye Only Pyaas, Baki All Bakwaas" TVC.
By participating in the "Ghanta Bajega, Ghanti Bajegi" initiative, Sprite consumers get a chance to win a Nokia N - Gage QD gaming phone every hour, said the company's press release. The soft drink is targeted at the metro youth.

 
To participate, consumers need to peel the crown liner of their Sprite bottles and view the pre-printed code (a probable first in any national marketing initiative claims the company), then SMS "Sprite" along with the nine digit code to 8558 from their CDMA or GSM phone or can call 190 1345 1345 anytime between 9 am to 9 pm to register their code. A winner will then be selected by a computer draw every hour leading to over 12 winners each day upto 30th June '05 across India. Consumers can check for their winning codes on www.sprite.co.in.
 
 
The entire campaign is supported by an integrated marketing and communications plan that begin with the launch of a TVC to be aired nationally from this week across all mainline channels. The ad is conceptualized by O&M and produced by David and Vasanth of "The Company".
 
 
Other marketing programs lined up for the promotion of "Ghanta Bajega, Ghanti Bajegi" includes activation of on the ground promotional activities in colleges & marketplaces along with extensive road-shows across the country.