Sprite’s ‘Thand Rakh’ campaign serves chill with a side of wit

Sprite, the lemon and lime beverage, goes live with it’s ‘Thand Rakh’ (Keep cool) campaign with a fresh spin. The all-new films showcase actors Sharvari and Varun Tej making their debut, while the ever-chill Vedang Raina and Dev Adhikari return, bringing their cool back to the summer.

This campaign puts a unique spin on every day, high-temp situations that happen on the go, capturing the essence of how today’s youth tackle these challenges with wit, humor, and a refreshing bottle of Sprite. It perfectly embodies the spirit of staying cool and refreshed in a fast-paced world.

Sumeli Chatterjee, senior category director for sparkling flavours at Coca-Cola India and South-West Asia, shared, “For decades, Sprite has been the go-to youth brand, known for its edgy and authentic communication. This summer, the iconic 'Thand Rakh' campaign brings to life how Sprite is a perfectly refreshing ally for teens, always on the go.”

In line with this partnership, Sharvari added, “Sprite has always had its finger on the pulse of youth culture. The ‘Thand Rakh’ campaign is no different; it’s witty, fun, and reminds all of us to take it easy and go with the flow. It’s the perfect blend of humor and chill vibes, promising to be exactly what we need when life gives you lemons!”

Varun Tej added, "Sprite’s ‘Thand Rakh’ is the ultimate life hack—keep it cool, keep it fun, and let nothing faze you. I love how this campaign brings humor into everyday moments, making sure that no matter what, you always have a sip of chill to fall back on."

Talking about his association, Vedang Raina said, “‘Thand Rakh’ is something that I personally relate to because finding your chill in life’s situations is the key to joy. This campaign is sure to match the vibe of audiences who are looking for that one moment of refreshment.”

The 360-degree campaign will be amplified across television, and digital touchpoints, bringing Sprite’s zesty punch and playful vibe to the audiences, ensuring that whatever life brings—Thand Rakh, sip Sprite, and stay effortlessly cool.

Sukesh Nayak, chief creative officer of Ogilvy, remarked ‘With this Sprite ‘Thand Rakh’ campaign we really wanted to bring back the Sprite persona in a way that was refreshing, while staying true to the cool, witty, effortless world of Sprite. We chose on-the-go and outdoor summer moments when things are at their most heated to show people how to keep their ‘thand’ and enjoy the Sprite side of life.’

Campaign’s take: In a world where stress levels are as high as summer temperatures, Sprite’s ‘Thand Rakh’ campaign lands like a much-needed sip of relief. Tapping into youth culture’s quick wit and no-fuss attitude, the campaign transforms high-temp situations into laugh-out-loud moments—always with a bottle of Sprite in hand.

The brand’s ability to weave humour into its messaging is what sets it apart. From minor mishaps to major mix-ups, the campaign captures how today’s youth tackle life’s little curveballs with ease, reinforcing Sprite’s role as the ultimate go-to refreshment. The all-new films, featuring teen icons like Sharvari, Varun Tej, Vedang Raina, and Dev Adhikari, amplify this effortlessly cool vibe, making the ‘Thand Rakh’ mindset aspirational.

More than just a tagline, ‘Thand Rakh’ has evolved into a cultural shorthand for keeping your cool—something every brand wishes it could own. The campaign’s 360-degree approach ensures its reach extends beyond traditional advertising, embedding itself in everyday conversations. In an era where relatability and engagement are key, Sprite proves once again that it isn’t just a drink—it’s an attitude.