“Summer in India is always intense and in our spirit of ‘jugaad’ we always try to find brilliant and innovative ways to beat the heat. Sometimes though, as the mercury rises, we feel the need to come up with ideas that are ‘different’ and ‘unique’...where a simple solution might just have worked! So, our message is an honest, tongue-in-cheek take on how ‘unique’ and ‘different’ ideas may or may not work to beat the heat, but what will always work is a simple refreshing Sprite. The campaign will utilize traditional touchpoints including the IPL and as a new refreshing twist, will include this interactive film. We were looking for a new format to drive home the point that despite all the ‘unique’ and ‘different’ ideas and choices out there to beat summer, it seems like there is only one choice that always works!” reports Coca-cola India’s website on Shrenik Dasani, VP- Sparkling Category of Coca-Cola India and South West Asia.
Ogilvy is given credits for this advertisement video. As reported on the same website, President of Ogilvy, Kapil Arora says, “summer in India is unforgiving and during the season nothing refreshes like Sprite. And while many people have different hacks and ideas (unsuccessfully) to beat the unrelenting heat, there is only one idea that works every time – Sprite”
When one wants to beat the heat, does he/she care about which cold-drink brand it is?