Mumbai: The Coca-Cola Company has launched Charged Pro in India with a distinctive hand-drawn anime film that blends Indian street culture, sketch art and kinetic storytelling. Positioned as a “super soda” for a generation driven by hustle, focus and ambition, Charged Pro is aimed at Gen Z consumers seeking an energetic edge to stay alert and perform at their peak.
Conceptualised by WPP OpenX in partnership with Ogilvy Gurugram, and produced by Hungry Films, the launch film departs from conventional beverage advertising. Instead of relying on digital shortcuts, the team embraced traditional cel animation, painstakingly hand-inking frames to create an Indian interpretation of anime where speed is visible in the craft itself.
The film imagines what anime would feel like if it grew up on Indian streets. It follows a young creator immersed in sketching anime-inspired heroes, whose world transforms after he takes a sip of Charged Pro. Paper turns into a portal, and he finds himself inside a vividly illustrated Varanasi—ghats rising like comic panels and alleyways cutting sharply between frames. With heightened reflexes and momentum, he navigates chaotic streets, dodging obstacles, catching a flying cricket ball and moving with elastic energy, before encountering the girl he once only drew in his sketchbook.
Speaking on the launch, Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia, said, “Charged Pro represents readiness in the decisive moment, and we wanted the launch to express that visually. Anime gave us a format built on speed and reflex, which aligned naturally with how the brand shows up. Choosing hand-drawn animation and real Indian settings brought effort, texture, and immediacy into the storytelling. That combination shaped a launch that feels deliberate, distinctive, and true to Charged Pro.”
Sharing the creative perspective, Sujoy Roy, Chief Creative Officer, Ogilvy North, said, “We loved the thought that a sip could become a gateway. Anime is about aspiration exploding into action. By reimagining it with Indian texture, streets, and serendipity, we let Charged Pro unlock the hero our protagonist had already been sketching inside himself.”
The campaign delivers a blend of nostalgia and novelty, using hand-drawn animation to blur the line between imagination and reality, and positioning Charged Pro as a catalyst that turns intent into action for a fast-moving generation.
Credits:
Credits for Social platforms:
Ogilvy:
Chief Creative Officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
Chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
President and Head of Office – Prakash Nair, Ogilvy Gurugram
Chief Creative Officers, Ogilvy India (North): Sujoy Roy and Nitin Srivastava
Head Of Consulting India and Head of Strategic Planning Ogilvy North – Neeraj Bassi
Creative Team: Tanisha Sharma & Srishti Jain
Account Management Team: Atif Rahaman, Priyanka Walia & Kritika Vasan
Planning Team: Radhika Burman & Abhisek Patnaik
Client – The Coca-Cola India
Brand – Charged Pro
Greishma Singh – Vice President, Marketing, INSWA OU
Sobhanjeeth Rath – Sr Director, Marketing, Emerging Categories
Aabir Chaterjee – Director, Emerging Categories
Tanmay Srivastava – Manager, Emerging Categories
Production House: Hungry Films
Director: Vijay Sawant
Producer: Dharam Valia
Music Director and Lyrics: Subhajit Mukherjee and Pratika Prabhune
Credits for Print:
Team Ogilvy
Client: The Coca-Cola India
Production House: Hungry Films
