Coca-Cola India has rolled out a brand new marketing campaign ‘Thand Rakh’ for Sprite. Airing from April 20, nationally, the marketing campaign portrays light-hearted banter to reiterate the model’s core message of being the go-to refresher drink when the summer time warmth takes over.
According to the corporate, ‘Thand Rakh’ has been designed to attraction to teenagers and younger adults who have a tendency to offer in to irking conditions, as they go about encountering challenges and exploring the world. This marketing campaign urges them to take care of calm throughout heated moments whereas encouraging them to take time to reset and keep cool with a bottle of Sprite. Sprite has all the time been recognized for refreshing client’s thoughts and physique, Tish Condeno, senior director, glowing flavors class, Coca-Cola INSWA, stated. “Thand Rakh urges our audience to grab the 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,” Condeno added.
The new marketing campaign has been conceptualised by Ogilvy. “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,” Sukesh Nayak, chief inventive officer, Ogilvy India, said.
The marketing campaign takes a light-hearted strategy to showcase how teenagers and younger adults, in right now’s day and age, lose their mood within the blink of an eye fixed. It then depicts how only a sip of Sprite can beat the ‘heat’ and reinstate calmness to the drinker inside seconds. The marketing campaign shall be dwell on tv channels throughout the nation, complemented with digital in addition to OOH advertising and marketing efforts.
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Source: www.financialexpress.com”