Coca-Cola India taps into Gen Z’s love for spice, positioning Sprite as the ultimate partner for fiery flavours with Sharvari and Sunil Grover fronting the campaign
Sprite, the iconic lemon-lime beverage from Coca-Cola India, has unveiled a new mealtime ritual with the launch of its latest campaign, “Spicy ko de Sprite ka Tadka”, aimed at deepening its connect with India’s spice-loving consumers.
The brand idea builds on a fizzy spice-Sprite-spice loop, positioning Sprite as the perfect partner to hot, fiery dishes by cutting through the heat while elevating flavours.
The campaign’s brand film features youth icon and Sprite ambassador Sharvari, alongside comedian Sunil Grover, who slips into a variety of personas while serving increasingly spicy dishes at a lively restaurant. With every rise in heat, Sprite arrives as the refreshing foil, showing how its crisp effervescence enhances the thrill of spice, sip after sip.
Consumer-first positioning
“India’s love for spicy food runs deep, but what’s remained largely untapped is to pair it with the right kind of beverage. That’s where Sprite naturally steps in,” said Sumeli Chatterjee, Category Head – Sparkling Flavours, Coca-Cola India and Southwest Asia. “With ‘Spicy ko de Sprite ka Tadka’, we are creating a long-term consumer connection that we believe will resonate strongly with Gen Zs.”
Sharvari echoed the sentiment, calling the campaign “fun and relatable”. “What I really love is how Sprite always comes up with clutter-breaking campaigns that feel fresh every time. Pairing spicy food with Sprite makes the taste even better.”
Comedian Sunil Grover added, “For me, a great meal is all about the experience, and pairing spice with Sprite just feels right. Shooting this campaign was as much fun as the food itself.”
Cultural connect
Ogilvy India, the creative agency behind the campaign, underscored the cultural relevance of spice as an identity marker. “India’s love affair with spice is legendary, and for Gen Z, it’s a badge of honour,” said Sukesh Nayak, Chief Creative Officer, Ogilvy India. “This campaign is an invitation to embrace the thrill of spice like never before.”
Brand partnerships and activations
As part of its rollout, Sprite is collaborating with leading food and snacking brands including Ching’s, Masterchow, Bingo, Jolochips, Wow! China, and Too Yumm, creating co-branded activations and experiences. These partnerships are designed to strengthen Sprite’s positioning as the go-to beverage to pair with spice.
With humour, cultural cues, and youth-focused storytelling, Coca-Cola is betting on the campaign to carve out a distinct space for Sprite in India’s mealtime occasions—cementing its role not just as a thirst quencher, but as an enhancer of flavour and experience.
