Sprite: Infusing new ideas

The new campaign for Sprite, which promotes the tagline 'Raasta clear hain', is based on the thought that everyone has set goals in life, and drinking Sprite helps to infuse new ideas to overcome competition and achieve the goals.

After riding on 'First drink, then think, Sprite - University of Freshology' last year, Coca-Cola India's clear soft drink, Sprite, has returned this year with a new tagline, 'Raasta clear hain', which takes 'Freshology' to the next level. The new campaign reinstates the brand as a refreshing drink by stressing on the idea that drinking Sprite ignites fresh ideas, which help one to achieve goals.

Conceptualised by Ogilvy India,
the television commercial
shows how the protagonist has to face competition, who seems to have an edge and stands between him and his goal. The TVC shows how the protagonist uses fresh thinking, spurred on by Sprite, to emerge victorious in the situation.

Anupama Ahluwalia, vice-president, marketing, Coca-Cola India and Southwest Asia, says, "Being synonymous with a no-nonsense, honest and cut-through attitude, brand Sprite has, over the years, inspired teenagers to think fresh, even when the odds are stacked up against them, and find a solution. Through the new campaign, we aim to induct a new batch of fresh thinkers and celebrate the ingenuity."

Speaking about the concept, Ajay Gahlaut, group creative director, Ogilvy, explains, "The basic insight of the commercial is that everyone has some goal or the other in life, both long term as well as short term. In trying to achieve these goals, one may come across competition, who may have some advantage. The TVC shows how one uses intelligence, wit and humour to 'Clear the raasta', to achieve the goal."

Along with television, Coca-Cola India will also promote the idea through various on-ground activations, out of home campaigns, radio and social media.

Reigniting the thought

The campaign has drawn mixed reviews from advertising professionals. While a few like the idea and find the concept funny, for some, it's an average ad which, albeit with all the ingredients, fails to excite the audience.

Soumitra Karnik, national creative director, Dentsu India, says, "The ad made me laugh. So, it passed the first test of evoking a response. It had a funny song (almost 'R D Burman-ish') resembling 'Aa dekhein zara, kismein kitna hai dum', only this time, the war was expressed through the mind voices of the two alpha males. The setting was lovely as these are the places where the talented guys with their guitars start strumming and get all the attention.

"However, this time, the underdog uses his brain and makes a 'clear way for himself'. The need to change the well-established earlier line is best known to the people who changed it - perhaps for a better product association. But hey! Everyone knows Sprite is a clear drink. However, it is an enjoyable commercial and that is what matters the most. Couldn't resist but add that it could also have been a 'Dimaag ki batti jala de' script."

Sujit Sudhakaran, general manager, strategic planning, Draftfcb Ulka, remarks, "If we were to score it with a check list approach, this would get many ticks - youth connect, purposefulness, role of brand and so on. But my sense is that the category needs to be entertaining, more than anything else. On this count, it scores rather poorly - have seen similar plots so often. I would say the jury is out on whether 'Raasta clear hai' is in the same league as the 'Bakwaas' era of the brand. Overall, it's an 'ok' ad but not exciting."