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Coca-Cola has launched an integrated communication campaign targeting the youth.
The campaign ‘Chalo Apni Chaal’ will talk about the challenges the common man face and the ways to overcome it.
Anupama Ahluwalia, Vice-President, Marketing, Coca-Cola India, said: “Brand Sprite has always been synonymous with an honest, no-nonsense attitude. The ‘Chalo Apni Chaal’ doctrine is for those who are confident, believe in themselves and have the inventiveness to rise up to the challenge and beat the odds. ‘Chalo Apni Chaal’ inspires the youth to overcome challenges or tricky situations and to carve their own path using their ingenuity, humour and clear thinking.’’
Commenting on the campaign, Piyush Pandey, Executive Chairman & National Creative Director, Ogilvy & Mather Pvt Ltd, said: “Sprite has always stood for “Fresh Thinking” and coming up with clever solutions for everyday problems. The Sprite protagonist always walks off the beaten path. In this campaign, the protagonist faces multiple challenges and makes his own unique move to get through them. There is irreverence in the stories that embody the witty, intelligent attitude of the brand. I am sure the campaign will inspire the youth to ‘Chalo Apni Chaal’.”
The campaign been conceptualised by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, and directed by Prasoon Pandey of Corcoise Films. It features music by Dhruv Ghanekar, a founding partner of Smoke Music Productions and blueFROG.
In addition to leveraging mass media advertising, the integrated communication plan includes the roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on-the-ground initiatives across all key markets.
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