Garmi mein Doubt Hatao, Sprite Uthao

Sprite, a popular summer drink known for its lemony fizz under the kitty of Coca Cola was introduced in USA in 1961, and it entered India in the year 1999. Sprite has consistently outperformed its peers from the rival camp. Within 10 years of its launch in India, Sprite was able to leave Pepsi behind. As per Industry reports, Sprite gained the Numero Uno position last year in terms of its market share in India. Apart from being a cheerful brand, Sprite is known for its effective Ad campaigns that are catchy, funny, very simplistic and to the point. As we all know that for soft drinks like Coca Cola, Pepsi and Thums Up, the taste is acquired whereas for Limca, Mountain Dew and Sprite it is natural due to the Lemony taste. Due to this Sprite need not hard sell itself or leverage on social causes, emotions or high profile celebrities.

If we also look at the Coca Cola product portfolio, it won’t be an exaggeration to say that they are the Hindustan Unilever Ltd. (HUL) of the soft drink category in India. Just look at the presence in various sub categories of thirst satisfiers. Some of the brands are Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, Smartwater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda.

From “All Taste No Gyaan”, “Seedhi Baat, No Bakwas” to “Garmi Gul, Refreshment Full” to the latest one “Garmi mein Doubt Hatao, Sprite Uthao”, is an Ogilvy marvel in presenting lucid messaging for a cluttered and hyper competitive soft drink category. With the scorching summer approaching, this campaign is reminding us to quench our thirst with Sprite.

The current Ad campaign is unapologetic and unabashed. It truly reflects the Millennial and Generation Z sentiment. It teaches us to stay on track and ignore the chaos and confusion around our lives. It emphasizes us to break clutter of heavy weight opinions of others that burden us, disorient us and may be sometimes even discourage us. Somewhere it tells us to up our drive and energy and focus on the most relevant aspect in our life. In simple words, “Nazar Hati, Durghatna Ghati”.

Keeping in mind the regional sensibilities and impact of local languages, Sprite has introduced this as a multi lingual campaign starring state level satraps from the entertainment world. For the national campaign the ad features the very vibrant, talented, versatile and award winning artists,  Ayushman Khurana and Tapsee Pannu for its Hindi version.

It is indeed a strategic fit between the brand and the celebrity. If one looks at the work of these two stars, then one can say that a fit lies there too. In terms of Brand personality and celebrity personality, following traits come to mind like competent, reliable, unpretentious, raw, real, vivacious, vibrant and refreshing.

Link to the Hindi TVC: https://www.youtube.com/watch?v=O09i0Rcyidc

Link to the Telugu TVC: https://www.youtube.com/watch?v=mdFNCKq7CG0

Link to the Tamil TVC: https://www.youtube.com/watch?v=xPi5Yj1F7fY

Enjoy Sprite this Summer.. to beat the heat, Garmi mein Doubt Hatao, Sprite Uthao!!!!