Sprite has launched a new campaign, “Spicy Laga. Sprite Utha.”, positioning itself as the go-to companion for a generation of bold flavour seekers who actively chase spicy food and push their spice limits. Built around the insight that spice lovers instinctively reach for a chilled Sprite when the heat kicks in, the campaign frames the drink as the perfect foil that unlocks more flavour in every spicy bite.
The campaign film brings this behaviour to life through humour, starring Sprite brand ambassador Sharvari alongside comedy favourite Sunil Grover in a lively restaurant setting. As Sunil serves up one fiery dish after another through his signature characters, Sharvari instinctively reaches for a chilled Sprite, celebrating its crisp, lemon-lime taste as the ideal match for every spicy bite.
Sumeli Chatterjee, category head for sparkling flavours at Coca-Cola India and Southwest Asia, said the rise of spicy food reflects consumers seeking shareable, memorable food experiences, and that the campaign taps into this evolving food culture by pairing bold spicy flavours with Sprite’s crisp refreshment. She added that this year the platform is being brought 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 is collaborating with over 200 brand partners across India, including QSRs and food brands like Burger King, Wow! Momo and Tabasco, encouraging consumers to pair spicy meals with a chilled Sprite. A nationwide on-pack promotion will also give consumers a chance to win a trip to Korea.
