Mumbai: Sprite, the lemon and lime-flavoured beverage brand, has launched its latest campaign, ‘Spicy Laga. Sprite Utha.’, featuring actor Sreeleela. The campaign taps into the growing consumer interest in bold and spicy food experiences, positioning Sprite as a refreshing accompaniment when the heat kicks in.
The campaign is built around a familiar behaviour among spice lovers — reaching for a chilled Sprite while enjoying spicy food. Through the campaign, the brand aims to encourage consumers to explore bold flavours while pairing their favourite spicy dishes with the crisp, lemon-lime refreshment of Sprite.
Sreeleela features in the campaign, bringing her energy and personality to the narrative and encouraging consumers to embrace their love for spicy flavours with a chilled Sprite.
Sumeli Chatterjee, Category head, sparkling flavours, Coca-Cola India and Southwest Asia, said, “The rise of spicy food isn’t simply a trend; it reflects how consumers are seeking shareable and memorable food experiences. ‘Spicy Laga. Sprite Utha.’ taps into this evolving food culture by inviting people to enjoy the bold flavours of their favourite spicy dishes with the crisp, lemon-lime refreshment of Sprite, that turns every bite and sip into a moment worth sharing. This year, we’re bringing the platform closer to consumers through real-world experiences and digital partnerships that meet them where they discover, share and celebrate food.”
As part of the campaign, Sprite will collaborate with more than 200 brand partners across India, including QSRs and food brands such as Burger King, Wow! Momo and Tabasco. The partnerships will encourage consumers to pair their preferred spicy meals with a chilled Sprite.
The campaign will also feature a nationwide on-pack promotion, offering consumers an opportunity to win a trip to Korea, adding a promotional element to the campaign and extending the brand’s association with bold food experiences.
Through ‘Spicy Laga. Sprite Utha.’, Sprite aims to strengthen its connection with younger, flavour-seeking consumers by combining food culture, refreshment, partnerships and experiential engagement across markets.
