Coca-Cola India breaks new Sprite campaign online

Durgesh Gupta - Televisionpoint.com | New Delhi
Coca-Cola India has launched an new integrated communication initiative - Fridge Mein Jayega, Bade Kaam Ayega - to support the launch of the 1.25 litre Fridge Pack of its soft drink brand Sprite.

Interestingly, this is the first time that the flavored water giant is breaking a campaign for one of its brands online, giving the electronic media a miss for break launch. The digital campaign is being launched in partnership with In.com on August 8 and is preceded by an online contest, which will run for a day on August 7. The electronic campaign will be aired only two days later on August 10.

Srinivas Murthy, general manager, flavors, Coca-Cola India, says, "In a psychological sense, launching the campaign online is a big move and an innovating step. There are 60 million online users who are predominantly the youth and we feel that this medium gives us a relevant way to engage with them."

Speaking about the product offering, Murthy says, "Packaging innovation has always added a new dimension to the whole experience of having a soft drink, making it far more convenient for consumption and also offering better value for money."

In the two days that the campaign is being aired online, Coca Cola expects about 2.5 million views. In.com has about 6 million unique visitors and the company has ensured that it gets a minimum of 2 million flash views.

The new campaign will see Sprite building on its 'Seedhi Baat, No Bakwas, Clear Hair?!' positioning statement and takes forward the theme of youth continuously looking for smarter ways to move up the ladder and constantly seeking to take easier and uncomplicated routes to attain their goals.

For instance, the online contest will bring in interactivity as internet users view eight seconds of the Sprite commercial and will have to complete the rest. The first six participants who guess the ending would win Nokia phones.

Besides digital and electronic, the campaign will also use the out-of-home media, on-ground activations, radio and print as it builds on the message Fridge Mein Jayega Bade Kaam Ayega. The total duration of the campaign will be two months.

The Sprite campaign is conceptualised by Ajay Gahlaut, group creative director, Ogilvy India - Delhi and is directed by Shoojit Sircar from Rising Sun Films.

Commenting on the creative thought behind the campaign, Ajay Gahlaut said, "The storyline depicts the Sprite way of using the fridge pack and its handiness at home, keeping the brand's tongue-in-cheek attitude, wit and irreverence."

"The story is based on a common insight of a typical bachelor's pad, where youngsters staying away from their homes are always craving for home-cooked food. In their nostalgia, they invite their next door neighbour aunt, who oblivious of their intentions, happily obliges to cook for them." Gahlaut adds.

For the record, Coca-Cola India has an advertising and marketing budgets of close to 30-35 per cent of its overall revenues. The company wants to increase its online spends exponentially over the coming years.

While Coca-Cola's Thums Up and Sprite are now the top two brands among all aerated beverages, PepsiCo's drinks like Mountain Dew, 7-Up and latest launch Nimbooz are fast-tracking on growth.