MUMBAI: Leveraging its signature ‘ingenuity‘ and ‘sharp wit‘ to inspire the youth, Sprite is all set to unveil its integrated communication campaign for 2013 - ‘Chalo Apni Chaal‘.
The 360-degree communication campaign has been conceptualised by Ogilvy & Mather group creative director Ajay Gahlaut and directed by ad film maker, Prasoon Pandey of Corcoise films.
It features music by Dhruv Ghanekar, a founding partner of Smoke Music Productions and blueFROG.
The campaign is targeted at the youth, who want to get ahead in life by using their own ingenious and imaginative ways. ‘Chalo Apni Chaal‘ builds on the characteristic honest, no-nonsense attitude of brand Sprite; which has captured the imagination of the youth for over a decade. It urges the young minds to have a fresh approach, and think differently to achieve their goals.
Coca-Cola India VP - marketing Anupama Ahluwalia said, "Brand Sprite has always been synonymous with an honest, no-nonsense attitude. The ‘Chalo Apni Chaal‘ doctrine is for those who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. ‘Chalo Apni Chaal‘ inspires the youth to overcome challenges or tricky situations and to carve their own path using their ingenuity, humour and clear thinking".
Ogilvy & Mather executive chairman and NCD Piyush Pandey said, "Sprite has always stood for ‘Fresh Thinking‘ and coming up with clever solutions for everyday problems. The Sprite protagonist always walks off the beaten path. In this campaign the protagonist faces multiple challenges and makes his own unique move to get through them. There is irreverence in the stories that embody the witty, intelligent attitude of the brand. I am sure the campaign will inspire the youth to ‘Chalo Apni Chaal‘."
In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.
