Analysis of a successful campaign

1. SeedhiBaat, No Bakwas!
Clear hai?

2. • Coca-cola’s transparent lemon-lime flavored caffeine free soft
drink
• An answer to Pepsi’s drink 7UP
• Entered India in 1999, with tagline “Sprite bujhaye only
pyaas, baakisabbakwaas”.

3. Sprite :
SeedhiBaat, No
Bakwaas. Clear
hai?
August, 2009
• Target Audience : the whole young consumers’
group (pre-teen to late 20’s)
• Theme : “Weeding out pretence and cutting to the
chase”.
• Focus : The simple thirst quenching ability and
unpretentious attitude of Sprite.

4. Consumer
Insight
The youth are continuously looking for smarter
ways to move up levels quickly and are
constantly seeking to take easier and
uncomplicated routes. The communication's
simple story-line depicted Sprite as a cool and edgy
brand for the youth.

5. Team behind the campaign
• Conceptualized by Ajay Gahlaut, Group
Creative Director, Ogilvy & Mather, Delhi.
• Film directed by ShoojitSircar from Rising Sun
Films

6. The campaign :
What did Sprite do?

7. The TVCs

8. Packaging innovation
• Convenience and utility emphasized to imbibe the
message of the “seedhibaat, no bakwas” campaign.
• The 1.25 litre ‘fridge pack’ - more convenient, better
value for money. Would fit into any average size
refrigerator. Tagline - “Fridge
meinjayega, badakaamayega.” First launched in select
markets of Delhi, Mumbai, Nasik and states like Gujarat
and Orissa and then nationally.
• Xpress pack - a 350 ml on-the-go packaging
innovation, priced at Rs 15. Tagline – “Ghumo, Ghumao.”

9. Online platform
• Leveraging the online platform, Sprite launched a
consumer contest on In.Coma day prior to the Online
Premier of the communication for its innovative 1.25
liter Fridge Pack.
• Consumers were asked to predict the entire plot of the
communication just by viewing the TVC for the initial 8
seconds.
• Winners were awarded Nokia Multimedia phones.

10. Outdoor
Used different outdoor media formats like
– Billboards
– Bus Shelters
– Elevators
– Escalators
– Truck Backs
– Subway innovation
– Metro grab handles

12. The First of its kind :
Tunnel Advertising

13. • Sprite used transit advertising for the launch of Sprite
Xpress, to push to the on-the-go beverage culture.
• The tunnel of the Delhi Metro Rail Corporation (DMRC)
from Kashmiri Gate to ChandniChowkwas used for the
execution.
• A series of static images that appear to move as a train rolls
by. Passengers looking out of the windows get to see what
seems like a silent movie clip.
• Aim was to catch the bored passenger's attention
instantaneously.
• Creative communication by the EncycloMedia Networks
and the media & technology provided by C2E Technology
Labs

15. Associations
• Sprite associated with the then ongoing DLF
IPL season two with the launch of a special
edition of ‘Sprite Kolkata Knight Riders’
bottle, which carried an insignia of key players
of the team.
• Also, TVCs featuring Shahrukh
Khan, SauravGanguly and other members of
the team, including MuraliKarthik and
AjitAgarkar were aired during the season.

17. Contests
• Sprite and Nokia launched a neighborhood cricket
series in Kolkata. The winning team was taken on an
all-expenses-paid trip to South Africa to cheer for KKR.
• “Kholega to milega” Contest - digital initiative using
mobile phone technology. Customers asked to text
code on the bottle caps. Winners got chance to meet
Shahrukh and Saurav and also won mobile phones.
Conceptualized and launched by Mobile2Win.

18. RESULTS

19. • The campaign helped the lime-flavored soft drink
uproot Pepsi from the No. 2 spot
• Sprite became India's largest selling soft drink brand in
the clear lime segment.
• It grew at a record 20% in 2009, even as the total cola
category sales averaged growth of 4%.
• AC Nielsen data shows that with a market share of
14.6%, Sprite overtook Pepsi's 13.6%.

20. Thank You!
The Team :
Shivani Sharma YasminHussain
VishakhaPithwalHarsha L
GurbaniAhluwaliaHinalTanna
Neha Sharma PriyankaAgarwal