Sprite Launches 'Spicy Laga. Sprite Utha.' Campaign with Sharvari
Sprite has launched its 'Spicy Laga. Sprite Utha.' campaign featuring Sharvari and Sunil Grover, celebrating India's love for spicy food.
SociapaHQ
Coca-Cola India’s lemon and lime drink Sprite has launched its new campaign ‘Spicy Laga. Sprite Utha. - taking advantage of the rising popularity of spicy food among young consumers and positioning Sprite as the perfect complement to hot food.
The campaign is inspired by consumers who seek bold and spicy food experiences and naturally reach for a chilled Sprite to pair with the heat.
The campaign film features Sprite brand ambassador Sharvari with comedian Sunil Grover in a restaurant. Grover offers progressively spicier dishes, with a string of comic moments involving his signature characters, while Sharvari grabs a cold Sprite, emphasising the sharp lemon-lime flavour of the beverage as a great complement to spicy food.
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Check out the video here:
Spicy Pairing:
Commenting on the campaign, Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia said, “The increasing popularity of spicy food is a reflection of changing consumer preferences.
"The rise of spicy food isn't simply a trend; it reflects how consumers are seeking shareable and memorable food experiences. 'Spicy Laga. Sprite Utha.' taps into this evolving food culture by inviting people to enjoy the bold flavours of their favourite spicy dishes with the crisp, lemon-lime refreshment of Sprite that turns every bite and sip into a moment worth sharing," she said.
Chatterjee said the company also plans to extend the campaign to consumers through real-world experiences and digital partnerships around food discovery and sharing.
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As part of the initiative, Sprite will partner with more than 200 brands including leading quick-service restaurants and food brands like Burger King, Wow! Momo and Tabasco to encourage consumers to enjoy a chilled Sprite with their favourite spicy food.
The campaign also features a nationwide on-pack promotion, giving consumers the chance to win a trip to South Korea, adding another layer of engagement to the brand’s latest marketing campaign.
Through the campaign, Sprite aims to strengthen its relevance with the youth audience by tapping into India’s growing appetite for spicy food and experience-led dining while reinforcing its positioning as the beverage of choice for bold flavours.
