After riding on 'First drink, then think, Sprite - University of Freshology' last year, Coca-Cola India's clear soft drink, Sprite, has returned this year with a new tagline, 'Raasta clear hain', which takes 'Freshology' to the next level. The new campaign reinstates the brand as a refreshing drink by stressing on the idea that drinking Sprite ignites fresh ideas, which help one to achieve goals.
Anupama Ahluwalia, vice-president, marketing, Coca-Cola India and Southwest Asia, says, "Being synonymous with a no-nonsense, honest and cut-through attitude, brand Sprite has, over the years, inspired teenagers to think fresh, even when the odds are stacked up against them, and find a solution. Through the new campaign, we aim to induct a new batch of fresh thinkers and celebrate the ingenuity."
Speaking about the concept, Ajay Gahlaut, group creative director, Ogilvy, explains, "The basic insight of the commercial is that everyone has some goal or the other in life, both long term as well as short term. In trying to achieve these goals, one may come across competition, who may have some advantage. The TVC shows how one uses intelligence, wit and humour to 'Clear the raasta', to achieve the goal."
Along with television, Coca-Cola India will also promote the idea through various on-ground activations, out of home campaigns, radio and social media.
Reigniting the thought
The campaign has drawn mixed reviews from advertising professionals. While a few like the idea and find the concept funny, for some, it's an average ad which, albeit with all the ingredients, fails to excite the audience.
"However, this time, the underdog uses his brain and makes a 'clear way for himself'. The need to change the well-established earlier line is best known to the people who changed it - perhaps for a better product association. But hey! Everyone knows Sprite is a clear drink. However, it is an enjoyable commercial and that is what matters the most. Couldn't resist but add that it could also have been a 'Dimaag ki batti jala de' script."
Sujit Sudhakaran, general manager, strategic planning, Draftfcb Ulka, remarks, "If we were to score it with a check list approach, this would get many ticks - youth connect, purposefulness, role of brand and so on. But my sense is that the category needs to be entertaining, more than anything else. On this count, it scores rather poorly - have seen similar plots so often. I would say the jury is out on whether 'Raasta clear hai' is in the same league as the 'Bakwaas' era of the brand. Overall, it's an 'ok' ad but not exciting."