CHALO APNI CHAAL

360-degree communication campaign urges youth to negotiate everyday challenges in an ingenious manner
Created to inspire the youth with the brand’s signature wit to “Chalo Apni Chaal”

Campaign builds on the characteristic candour and ingenuity of brand Sprite that has resonated for over a decade.
New Delhi, 2nd February, 2013 – In a country of over a billion people, the common man faces many challenges. Getting ahead in life is not easy – there is a long line no matter which direction one looks in. So how does one get ahead? Leveraging its signature ‘ingenuity’ and ‘sharp wit’ to inspire the youth, Sprite is all set to unveil its integrated communication campaign for 2013 – ‘Chalo Apni Chaal’.

Talking about the new campaign, Anupama Ahluwalia, VP – 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”.

The campaign is targeted at the youth of the nation, who want to get ahead in life by using their own ingenious imaginative ways. The fresh and engaging campaign, ‘Chalo Apni Chaal’ builds on the characteristic honest, no-nonsense attitude of brand Sprite; which has captured the imagination of the youth for over a decade. It urges the young minds to have a fresh approach, and think differently to achieve their goals.
Commenting on the campaign, Piyush Pandey, Executive Chairman & NCD, Ogilvy & Mather Private Limited, 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 conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather Private Limited, directed by reputed ad film maker, Prasoon Pandey, Corcoise films and 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 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.

About Coca-Cola India

Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com