Sprite has introduced a refreshing new mealtime ritual with the launch of its latest campaign, ‘Spicy ko de Sprite ka Tadka’. Designed around a fizzy ‘spice-Sprite-spice’ loop, the campaign positions the beverage as the perfect partner to spicy food—cutting through the heat, cooling the palate, and enhancing the overall flavor experience.
Tapping into India’s Spice Culture:
Commenting on the launch, Sumeli Chatterjee, Vice President – Marketing, Coca-Cola India & Southwest Asia, said, “India’s love for spicy food runs deep, but what’s remained largely untapped is pairing it with the right beverage. Sprite, with its crisp lemon-lime twist, doesn’t just cool you down—it elevates the entire food experience. With this campaign, we’re creating a new mealtime pairing and a long-term connection we believe will resonate deeply with Gen Zs.”
Celebrity Endorsements Add Flavor:
Actor Sharvari Wagh praised the campaign’s freshness, saying, “Sprite has nailed it again with a fun and relatable concept. What I love most is how the brand always comes up with clutter-breaking campaigns. Pairing spicy food with Sprite makes the taste even better, and I can’t wait for everyone to try it.”
Comedian Sunil Grover added, “For me, a great meal is all about the experience. I love spicy food, and pairing it with Sprite just feels right. Shooting this ad was so much fun—it’s literally spicing things up.”
Creative Perspective:
From the agency’s side, Sukesh Nayak, Chief Creative Officer, Ogilvy India, highlighted the cultural connect: “India’s love affair with spice is legendary, and for Gen Z, it’s a badge of honour. This campaign isn’t just an ad—it’s an invitation to embrace the thrill of spice in a refreshing new way.”
Building a New Mealtime Ritual:
With ‘Spicy ko de Sprite ka Tadka’, Sprite is not just positioning itself as a drink but as a mealtime enhancer that fits seamlessly with India’s love for spice. By blending cultural insight, celebrity relatability, and creative storytelling, the campaign aims to carve a new niche in the beverage segment, particularly among Gen Z consumers.