Sprite launches a new campaign centered on the end-of-day ‘chill at home’ idea, featuring Vedang Raina. Teens frequently feel overwhelmed trying to juggle studies, extracurriculars, social pressures, and personal goals, leaving them constantly striving to meet others’ expectations. With Vedang Raina as the face of the campaign, Sprite connects with teens, encouraging them to unwind and take a break from their hectic routines.
Vedang Raina in Sprite ‘Chill at Home’ Campaign
Campaign Overview:
Sprite unveils a new campaign centered around the ‘chill at home’ concept, catering to the needs of teens who often feel overwhelmed by the demands of balancing studies, extracurricular activities, social pressures, and personal ambitions. Their days are spent striving to meet the expectations of others, leaving them in need of moments to unwind.
Problem & Solution:
Even after returning home in the evening, teens often carry the weight of the day’s stress with them. In the midst of constant hustle, it’s essential to find time to relax. Recognizing this need, Sprite positions itself as a refreshing companion, offering teens a way to de-stress and unwind after a long day.
Campaign Message:
Featuring Vedang Raina, the campaign connects with this generation, encouraging them to relax at the end of a demanding day. Sprite is positioned as the go-to drink for handling those unavoidable and potentially annoying moments that are part of everyday life.
Creative Execution:
The campaign kicks off with a series of films designed to resonate with teen life, capturing moments from college, social circles, friend groups, and the societal hustle. Clever humor is brought to life with quirky visuals like people popping out of bags, talking refrigerators, and witty exchanges. AI technology is integrated to deliver 200 unique messages tailored to the right context and timing, aligning with the moments that matter most to teens.
Call to Action:
Sprite encourages Indian teens to pause from their hectic lives and ‘Chill at Home’ with a bottle of Sprite. As daily pressures mount, it’s vital to relax. Whether cooling off after a long day or savoring a peaceful moment, Sprite’s lemon-lime flavor delivers the perfect refreshment. Relax, unwind, and let Sprite be your companion at home.
What do experts have to say about this campaign?
Commenting on the campaign, Sumeli Chatterjee, senior category director, Sparkling Flavours, Coca-Cola India and South-west Asia said, “Every day is a hustle to maximise and achieve. At the end of the day, every teenager seeks a moment to relax. But they walk into their homes carrying a bag full of baggage and stress from their day. The creative strategy uses this bag as the metaphor to cue the need to unwind. Chill-at-home is a witty take by Sprite, the ultimate refreshing drink, that urges the teens to unwind after a hectic day. Vedang brings that effortless cool vibe, making him the perfect fit to resonate with today’s teens.”
Vishwesh Krishnamoorthy, director, Corcoise Films said, “In today’s digital age, the day never really ends. Everyone follows you back home on your phone, in your bag, in your head. This gives a great visual device for the film. To make the people who pester you pop out of the backpack was a fun challenge! The world in Sprite is filled with interesting facets like that – talking fridges, people jumping out of backpacks and Sprite bottles zooming around the room. It’s unique and entertaining.”
Ritu Sharda, chief creative officer at Ogilvy India (North) said, “Sprite has always understood the pulse of the youth. This film captures the everyday annoyances that college students face, symbolised by the weight of a backpack. It represents the stress and burdens they carry throughout the day. Sprite steps in as the perfect way to unwind, turning those end-of-day moments into something truly refreshing and rewarding.”
Conclusion
Sprite’s ‘Chill at Home’ campaign, featuring Vedang Raina, taps into the stress-filled lives of teens, offering a refreshing escape from the daily grind. By creatively integrating relatable scenarios, clever humor, and AI-driven personalized messaging, Sprite positions itself as the ultimate companion for teens seeking to unwind after a demanding day. Whether it’s cooling off from a hectic routine or enjoying a moment of peace, Sprite’s lemon-lime flavor provides the perfect way to relax and recharge at home.
