Sprite has unveiled its new campaign, ‘Spicy Laga. Sprite Utha.’, celebrating the growing popularity of spicy food among consumers and positioning the lemon and lime-flavoured beverage as a complement to spicy meals.
The campaign is based on the consumer habit of reaching for a chilled Sprite while eating spicy food. The campaign film features actor Sharvari and comedian Sunil Grover in a restaurant setting, where Grover serves a series of spicy dishes through his characters while Sharvari pairs them with a chilled Sprite.
Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia, said the campaign reflects changing consumer preferences for bold and memorable food experiences. She added that the initiative connects with consumers through food-focused experiences and digital partnerships where people discover and share food-related content.
As part of the campaign, Sprite will collaborate with more than 200 brand partners across India, including quick service restaurant chains and food brands such as Burger King, Wow! Momo and Tabasco. The partnerships will encourage consumers to pair spicy meals with Sprite.
The campaign will also include a nationwide on-pack promotion offering consumers a chance to win a trip to Korea.
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