Sprite aims to cool the heat around the World Cup

Sprite has rolled out two films as part of its 'thand rakh' (keep your cool) campaign for the ICC Men's World Cup 2023.

 

Conceptualised by Ogilvy, the films show two situations where friends have gathered to watch matches together. The intensity of the game leads to misunderstandings which end up causing chaos in the household, before the protagonist emerges with a bottle of Sprite and asking them to cool down.

Tish Condeno, senior category director, sparkling flavours (India and Southwest Asia) Coca-Cola India, said, “The new 'Thand Rakh' campaign revolves around embracing the unforgettable intensity that defines sports. Sprite, truly takes ownership of these heated moments, offering a refreshing solution during ICC Men's Cricket World cup. We are thrilled to provide a cool respite for those impulsive, high-pressure moments that define the essence of the tournament.”

 

Sukesh Nayak, chief creative officer, Ogilvy India, said, “Sprite has established itself as the go-to brand when life throws situations at you that end up causing heat. The cricket world cup is one such situation. The campaign shows cricket through the lens of life in an interesting way that ends in a comedy of errors. It's quick, snackable content that drives home the point of when heat strikes, Sprite comes to the rescue.”

 

Ritu Sharda, chief creative officer, Ogilvy India (North), added, “The cricket World Cup is the biggest clash of the best teams from around the world. Obviously there will be intense moments and things will heat up. The films show how heated moments from a match get transferred to real life. We took words from the world of cricket and gave it a spin with real life situations where the meaning of the word is completely different. Resulting in heat. Making it the perfect ground for Sprite to come in as the official cooler of heat and to tell people to enjoy the world cup in full, minus the heat.”