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Tag: Tish Condeno

  • To re-instate it as the go-to refresher drink while binging on OTT content

    Sprite partners OTTs in new campaign

    By Our Staff

     

    Sprite, the lemon and lime-flavoured beverage by Coca-Cola, has unveiled a new campaign to re-instate its positioning as the go-to refresher drink. The new campaign aims to connect with consumers by leveraging their passion point of watching OTT content – making Sprite their choice of beverage.

     

    Sprite has partnered with Amazon Prime Video and Voot for the campaign. In addition to this, the film features popular OTT and film stars Ali Fazal, Shweta Tripathi, and Divyendu Sharma. The advert contrasts the humorously exaggerated response of such over-heated characters with the calm, cooled-down mind after having a chilled Sprite.

     

    Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavours Category, Coca-Cola INSWA, said: “For over 20 years, Sprite has not only established itself as the undisputed youth brand, but has also been leading authentic, edgy, and urban conversations via its marketing efforts. Banking on the success of Sprite’s summer campaign “Thand Rakh”, our new film takes a quirky approach to showcase how a bottle of chilled Sprite is the perfect partner for all your unwinding occasions and weekends. The campaign portrays light-hearted banter to reiterate the brand’s core message of being the go-to refresher drink which instantly lightens one’s mood. We are thrilled to partner with some of India’s biggest OTT platforms and stars, who are sure to help us further enhance our consumer touchpoints and audience engagements.”

     

    Added Ritu Sharda, Chief Creative Officer, Ogilvy India (North): “Sprite is known to be the choice of refreshment that cools you when you lose your cool. Now with Friday Release, a new property that lets you win OTT subscriptions through Sprite bottles, we wanted to get India’s hottest heads to take the idea of Thand Rakh forward. The film pushes the ritual of watching content accompanied with a Sprite and what happens when someone comes in the way of you and your content. Rest assured, Sprite shows how to enjoy your content and stay chill no matter how heated the situation. Enjoy it with a chilled Sprite in your hand. And if something comes in the way, thand rakh!!”

     

  • The ads have been executed by Ogilvy

    Sprite campaign asks audiences to ‘chill’

     

     

    Coca-Cola India has unveiled a new campaign ‘Thand Rakh’ for its lemon and lime-flavored beverage – Sprite.

     

    Commenting on the new campaign, Tish Condeno, Senior Director, Sparkling Flavours Category, Coca-Cola INSWA, said: “Sprite has always been known for refreshing consumer’s mind and body. Now that summer is here, we want to offer a cold Sprite to chill everyone down from the intense summer heat and the everyday heated moments of stress and pressure. ‘Thand Rakh’ urges our audience to grab India’s ultimate refreshing beverage ‘Sprite’ and stay calm as they battle the summer heat and the numerous challenges of the ‘new normal’. Our brands have always sought to add value across various consumption occasions and this summer, Sprite is ready to keep India chill and cool!”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Sprite has always been the refreshment of choice for the smart ones. And the smart ones definitely know that when stuck in a heated situation, it’s best to just ‘Thand Rakh’ and get things done, your way without losing your cool. The new positioning, inspired by our lingo, will truly connect and help keep things cool in an overheated world.”

     

     

  • The campaign is aimed at inspiring audiences to reach their 'PalatDe' moments

    Ogilvy films with Jasprit Bumrah for Thums Up

    By Our Staff

     

    Thums Up has launched a new campaign ‘Toofan’ with Jasprit Bumrah by leveraging the brand’s distinct association with its strong taste and experience. Its latest Toofan campaign is aimed at inspiring audiences to reach their ‘PalatDe’ moments.

     

    Said Tish Condeno, Senior Category Director Sparkling Flavours , Coca-Cola India and Southwest Asia: “Thums Up has always been a loved beverage by our consumers for its strong taste and experience, which has been the core differentiator in the category. In continuity with our partnership with the Toofan of our Indian Cricket Team – Jasprit Bumrah who is known for his pace, strength and resilient attitude on the field , this new  campaign offers a strong execution idea – ‘Soft Drink nahi, Toofan’,

     

    Commenting on the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “The big idea to land strong drink for me is the repositioning of the commonly used word ‘soft drink’. An iconic brand like Thums Up which stands for the ‘never give up attitude’ deserved a separate word to be called out as, hence, ‘soft drink nahi toofan’. From the day we thought of this idea, we all knew that this can be huge and we were thrilled to see all our partners react with same excitement when they heard about the core thought. A big shout out to my team and Bob, who have truly brought this idea to life with an execution that is bold and powerful. This is a big idea and Jasprit is the first part of it, so watch out for some more toofani action coming soon.”