Sprite urges youth to play smart, carve their own path

Sprite has launched an integrated communication campaign themed ‘Chalo Apni Chaal’ for 2013. The campaign comprises of two TVCs that have been created by Ogilvy & Mather.

In one of the films, the protagonist - a young boy standing at a restaurant, gets smitten by a pretty girl walking towards him. Before he can react, three other boys named Amar, Akbar and Anthony appear and walk up to the girl. One of the boys, a cricketer asks her to watch his match. Likewise the actor amongst the three asks her to watch his play and the third, a singer, asks her to attend his concert. They then look at the protagonist and ask who he is. He takes a swig of Sprite and then suggests that he accompany her to the cricket match, then the play and lastly to the concert. She approves and says that it is a good idea, much to the shock of the boys. The TVC ends with the voice over saying "Chalo apni chal" with the girl resting on the protagonist's shoulder at the concert.

The other film titled 'Teacher' features a young boy who is smitten by his beautiful violin teacher. The teacher wishes him and three other boys a good morning and commences the class. One by one the three boys exhibit their playing skills and the teacher is impressed. She then asks the protagonist to perform. He takes a swig of Sprite and makes screeching noises with the violin much to the dismay of his teacher. She tells the three boys that they are fantastic and she will meet them the following week, and tells the protagonist that he will have to spend two hours with her every day. The boy readily agrees. The film ends with him playing the violin under the supervision of the teacher.

On the campaign, Anupama Ahluwalia, vice president, marketing, Coca-Cola India, 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.”

Piyush Pandey, executive chairman and national creative director, Ogilvy & Mather, 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’.”

The communication plan will explore the out-of-home (OOH)  and digital media. It will also have visibility at point of sales  and on ground initiatives will be conducted across key markets.

Credits
Client: Coca-Cola India (Sprite)
Creative agency: Ogilvy & Mather
National creative director: Piyush Pandey
Group creative director: Ajay Gahlaut
Production house: Corcoise Films
Director: Prasoon Pandey
Music: Dhruv Ghanekar