Sprite, the iconic lemon and lime-flavored drink, has introduced a new mealtime experience with its latest campaign, ‘Spicy ko de Sprite ka Tadka,’ inspired by India’s deep-rooted love for spice. The campaign revolves around a fizzy spice-Sprite-spice loop, positioning Sprite as an ideal accompaniment to spicy cuisine, enhancing the consumer experience by balancing heat and unlocking more flavor with each bite. In an engaging brand film, youth icon and Sprite ambassador Sharvari visits a vibrant restaurant, where comedian Sunil Grover humorously adopts various personas, each presenting hotter dishes. As the spice intensity increases, Sprite arrives, offering spice enthusiasts the chance to savor the excitement of each bite, sip after sip.
Through humor and sensory engagement, the film illustrates how Sprite’s crisp, effervescent taste not only complements spicy food but also elevates the overall experience, providing a zestier way to enjoy beloved dishes. Sumeli Chatterjee, Vice President – Marketing at Coca-Cola India & Southwest Asia, stated, “India’s affinity for spicy food is profound, yet the opportunity to pair it with the right drink has been largely overlooked. Sprite naturally fills this gap. The crisp, lemon-lime flavor not only cools but enhances the entire spicy food experience.
With ‘Spicy ko de Sprite ka Tadka,’ we are exploring this enjoyable pairing and establishing a long-term relationship that we believe will resonate with Gen Z.” Sharvari commented, “Sprite has once again excelled with the ‘Spicy ko de Sprite ka Tadka’ campaign, which is both fun and relatable. I admire how Sprite consistently delivers innovative campaigns that feel fresh and exciting. This ad film exemplifies their efforts to engage with Gen Z. The concept of pairing spicy food with Sprite truly enhances the flavor. I’m eager for everyone to try this combination.” Sunil Grover noted, “For me, a great meal is all about the experience, and this campaign captures that essence perfectly.
I can’t resist spicy food, and pairing it with Sprite feels completely natural. Filming the ad was incredibly enjoyable, and I love how Sprite has added a literal twist to it.” Sukesh Nayak, Chief Creative Officer at Ogilvy India, remarked, “India’s relationship with spice is legendary, and for Gen Z, it’s a mark of pride. We recognized a unique opportunity to connect with that passion in an innovative manner. ‘Spicy ko de Sprite ka Tadka’ is not merely a campaign; it’s an invitation to embrace the excitement of spice like never before.” As part of the campaign, Sprite is partnering with renowned food and snack brands such as Ching’s, Masterchow, Bingo, Jolochips, Wow!
China, and Too Yumm, featuring engaging activations and co-branded experiences that further emphasize Sprite’s role as the perfect companion for spice. When spice takes center stage, the optimal way to enjoy it is with Spicy ko de Sprite ka Tadka.
