Tag: Abhijit Datta

By A Correspondent

Coca-Cola India announced the launch of a new campaign ‘Refreshment Full. Garmi Gul’ for Sprite.

As part of this campaign, Sprite is launching six TVCs which have been created on the core message of refreshment. Commenting on the launch of the new campaign, Abhijit Datta, Director Flavours, Coca-Cola India said: “The idea around this campaign was to communicate Sprite’s promise of being the ultimate refreshment, and doing it in a way that underscores our authenticity and attitude. We wanted to reorient our storytelling style – creatively magnifying the difficult job Sprite has to Refresh us all in the scorching heat of the summer, which is a monumental task!”

Commenting on the idea behind the TVC Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, Delhi said: “For this summer campaign, we decided to focus on the core refreshment benefit of Sprite. The challenge was to communicate this simple benefit in an engaging and interesting manner and in the typical witty Sprite tone. After many iterations we decided on comparing the uselessness of various strange objects to the usefulness of a bottle of Sprite when it came to refreshing people in the hot Indian summer. The choice of the strange objects was not arbitrary. We chose those that made us giggle the most.”