NEW DELHI: As summer season approaches, leading beverage brands come out of their shell with high impact advertising. In an effort to drive up the sales of it's clear drink - Sprite this summer, soft drink giant, Coca-Cola India has launched a pan India outdoor campaign.
Keeping its idea intact, Sprite this year has come up with new tag line – 'Pyas Ko Rakhe Door'. For this, the company has vested its outdoor advertising duties with GLO (A joint venture between Greenline and Lodestar UM). The two month long campaign has been executed in 35 cities across India.
Taking about the idea behind execution of the campaign, Raminder Singh, managing director, GLO, said, "The media deployed by GLO was meticulously selected after thorough planning to optimise visibility and impact. Smart Innovations were planned and executed through core large format sites to effectively communicate the message."
The campaign targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focussing on the new Sprite proposition of 'Pyas Ko Rakhe Door'.
Check out the aura of play with lights
The agency has used outdoor media like billboards, unipoles, lollypops and gantries. In addition, to drive the message, the agency has very innovatively used a billboard at one of the busiest thoroughfares of Lucknow, Saharaganj Mall, by installing a cut-out of the bottle with glow and blinking effect at night. As and when the bottle glows on one side, adjacently, the other panel with the communication 'Pyas Ko Rakhe Door' which is illuminated by LED lights blinks on the other side. Visually, the symphony between the bottle and the message looks attractive, eye catching, and helps in registering the message.
Apart from this, a backlit sprite logo using neon lights on a billboard have been used at VIP road and Aminabad market in the same city.
As the company claims, Uttar Pradesh is a big market for its clear drink Sprite, hence with a full-fledged campaign across India, they have tried to focus and dominate all cities in UP which includes major ones like Lucknow, Gorakhpur, Agra, Jhansi, Etawa, Sambhal, Aligarh and Mathura etc.
Taking about the idea behind execution of the campaign, Raminder Singh, managing director, GLO, said, "The media deployed by GLO was meticulously selected after thorough planning to optimise visibility and impact. Smart Innovations were planned and executed through core large format sites to effectively communicate the message." 
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