Coca-Cola has introduced Charged Pro in India, marking its entry into the energy-soda segment with a visually distinctive campaign rooted in anime storytelling. The launch film embraces traditional cel animation, using hand-drawn frames layered meticulously to create depth, motion and texture.
Conceptualised by WPP OpenX in collaboration with Ogilvy Gurugram and brought to life by Hungry Films, the narrative follows a young artist who finds himself transported into an animated world after taking a sip of Charged Pro. The setting unfolds in an illustrated version of Varanasi, where bustling streets, vibrant signboards and cultural nuances merge seamlessly with high-energy anime aesthetics.
The film pays homage to classic hand-inked animation techniques, including translucent layered sheets and dramatic motion lines that heighten action and emotion. By blending Japanese-inspired anime dynamism with Indian visual identity, the campaign creates a hybrid storytelling format that feels both global and deeply local.
According to brand leaders, Charged Pro is positioned around decisiveness and readiness in defining moments. The choice of anime reflects speed, agility and amplified self-expression, while the Indian backdrop grounds the narrative in authenticity. The idea centres on transformation-suggesting that a single sip can unlock latent potential and propel everyday individuals into their heroic version.
Through this craft-led approach, Coca-Cola aims to differentiate Charged Pro in a competitive category, presenting it not just as a beverage, but as a trigger for momentum, imagination and action.
