India’s love affair with spice is no secret. 70% of Indian consumers reportedly prefer meals with some level of heat. But fiery flavors often demand a refreshing balance. Sprite’s latest campaign taps into this insight with a clever narrative that positions itself as the go-to partner for every spicy craving.
The new ad film, featuring Sharvari Wagh and Sunil Grover, isn’t just a celebrity-driven piece—it’s everyday humor rooted in foodie culture. Grover plays the spice-obsessed foodie, Sharvari brings in the youth appeal, together making the ad both mass and premium in appeal. And Sprite enters as the crisp relief that makes every fiery bite more enjoyable.
The storytelling is sharp, snackable, and instantly relatable. The balance of crisp dialogues, quick cuts, and situational comedy ensures attention retention, which is crucial in today’s scroll-heavy digital landscape.
But where this campaign really shines is in its digital amplification. Beyond the film, Sprite sparked a collaborative moment online. Over 40 food brands, from snack makers to spice-forward QSRs, joined the “Sprite x Spice” conversation. In a playful Tinder-style execution, Sprite paired up with brands like Too Yumm! to showcase that when spice and Sprite meet, it’s always a match. This co-created buzz not only expanded the campaign’s reach but also embedded Sprite in the broader food ecosystem.
From a marketing research perspective, the campaign is bang on trend. According to NielsenIQ data, India’s soft drink category continues to grow at double-digit rates, with flavor pairings (cola + spice, lemon + heat) driving innovation. Food consumption studies also show that younger audiences crave “multi-sensory” meal experiences, where contrast like hot and cool, spicy and tangy, elevates enjoyment. Sprite positions itself squarely in that sweet spot. By attaching itself to spice, Sprite ensures top-of-mind recall every time foodies think of chaat, biryani, or street snacks.
In essence, Sprite isn’t just quenching thirst—it’s branding itself as the spice-lover’s loyal companion. For a market that thrives on masala, it’s a positioning that feels both refreshing and inevitable.
Written By:
Yashi Bhatia