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,
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.
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