New Delhi: Sprite, the iconic lemon and lime-flavored beverage, has introduced a new mealtime ritual with its latest campaign ‘Spicy ko de Sprite ka Tadka’, inspired by India’s enduring love for spice. Built around a fizzy spice-Sprite-spice loop, the campaign positions Sprite as the perfect partner to spicy food, cutting through the heat while unlocking more flavor in every bite.
The brand film features youth icon and Sprite brand ambassador Sharvari, who enters a vibrant restaurant where Comedy King Sunil Grover playfully takes on multiple personas, each presenting increasingly spicy dishes. As the spice escalates, Sprite steps in—helping spice lovers relish the thrill of every mouthful, sip after sip. Through humor and sensory storytelling, the film highlights how Sprite’s crisp, effervescent taste doesn’t just complement spicy food but elevates it, offering consumers a zestier dining experience.
Sumeli Chatterjee, Vice President – Marketing, Coca-Cola India & Southwest Asia, said, “India’s love for spicy food runs deep, but what’s remained largely untapped is to pair it with the right kind of beverage. That’s where Sprite naturally steps in. The crisp, lemon-lime twist doesn’t just cool you down, it elevates the whole spicy food experience. With ‘Spicy ko de Sprite ka Tadka’, we are tapping into this fun pairing and creating a new space for Sprite, beginning a long-term connection we believe will resonate deeply with the Gen Zs.”
Sharvari expressed her excitement about the campaign, saying, “Sprite has nailed it yet again with the ‘Spicy ko de Sprite ka Tadka’ campaign that is fun and relatable. What I really love is how Sprite always comes up with clutter-breaking campaigns that feel fresh and exciting every single time. As a brand, Sprite always aims to connect with Gen Zs and this Ad film is another perfect example of that. The whole idea of pairing spicy food with Sprite makes the taste even better. I can’t wait for everyone to try this combination already.”
Sunil Grover added, “For me, a great meal is all about the experience, and this campaign really gets that. I can’t say no to spicy food and pairing it with Sprite just feels right. Shooting the ad was so much fun and love how Sprite has spiced it up, literally.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, noted, “India’s love affair with spice is legendary, and for Gen Z, it’s a badge of honour. We saw an incredible opportunity to connect with that passion in a completely new way. ‘Spicy ko de Sprite ka Tadka’ isn’t just a campaign, it’s an invitation to embrace the thrill of spice like never before.”
As part of the campaign, Sprite is partnering with popular food and snacking brands including Ching’s, Masterchow, Bingo, Jolochips, Wow! China, and Too Yumm. The collaborations will feature engaging activations and co-branded experiences, further cementing Sprite’s role as the go-to companion for spice.
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