Sprite’s new ‘Thand Rakh’ campaign tells audiences to ‘chill’, literally

The campaign portrays light-hearted banter to reiterate the brand's core message of being the go-to refresher drink when the summer heat takes over.

Airing from Wednesday, nationally, 'Thand Rakh' is designed to appeal to teens and young adults who tend to give in to irking situations, as they go about encountering challenges and exploring the world.

This campaign urges them to maintain calm during heated moments while encouraging them to take time to reset and stay cool with a chilled bottle of Sprite.

Known for the immediate refreshment it provides to consumers, the lemon-flavored Sprite is the #1 brand within the flavored carbonated drinks category in India, a company release said.

Commenting on the new campaign, Tish Condeno, Senior Director for Sparkling Flavors category at Coca-Cola INSWA, said, “Sprite has always been known for refreshing the consumer's mind and body."

"Now that summer is here, we want to offer a cold Sprite to chill everyone down from the intense summer heat and the everyday heated moments of stress and pressure.

'Our brands have always sought to add value across various consumption occasions and this summer, Sprite is ready to keep India chill and cool!”

Chief Creative Officer, at Ogilvy India Sukesh Nayak said, “Sprite has always been the refreshment of choice for the smart ones. And the smart ones definitely know that when stuck in a heated situation, it's best to just 'Thand Rakh' and get things done, your way without losing your cool. The new positioning, inspired by our lingo, will truly connect and help keep things cool in an overheated world.”

Chief Creative Officer at Ogilvy India (North) Ritu Sharda said, "The out-of-the-box campaign, which perfectly aligns with the Coca-Cola Company's purpose of 'Refreshing the World, Making a Difference', will go live on television channels across the country, complemented with digital as well as OOH marketing efforts.