Directed by Corcoise’s Prasoon Pandey and produced by Cyrus Pagdiwala, the two latest ad films for international beverage Sprite from the Coca Cola company, promises to woo the masses with their appeal.
"What we deliberately intended was to keep it as real as possible, in order to connect with masses and have a certain visual style and appeal," said Pandey.
The two ad films named "The Guitar" and "The Fast-Car" were made with the intention of synergizing in idea with the previous campaign, yet taking a leap ahead from the previous work in terms of its visual texture and treatment to give that added reach to the target audience. The idea had the power to stand out from the previous Freshology campaign.
Anupama Ahluwalia, VP - marketing for Coke, felt that it was absolutely imperative, going ahead with the communication for sprite, that the brand should connect with the masses and that we should establish that in our communication ahead. Corcoise took the brief, and took a deviation from the previous freshology campaign and added some very Indian elements in order to establish a better connect with the masses - the Indian beach, the cricket, the fishing nets, the boats, the bhutta (roasted corn) were added to the "Guitar" film for a desi touch. Similarly, the bus stop, rickshaws and the fruit/vegetable market, were added to the "Fast-Car" film, in the production design.
Initially, the script demanded a running commentary over the full length of the films – which is something that the director felt seemed to be taking away from the films. Hence Piyush pandey and prasoon collaborated to come up with the idea of replacing the commentary with a jingle, which allows one to see the film better and yet connecting better with the masses increasing the popularity.
When asked about the challenges faced..... ofcourse the answer was, to convert the brief into a film that that works well for the client, as well as relates to the sensibilities of the target audience. One of the biggest challenges, however, was time – with Summer right around the corner, beverage ads need to be on air at the earliest.
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/media_files/2025/06/04/EpynvltnJCH3tkcVgk1z.jpg)
/afaqs/media/post_attachments/67ffa68087c76ebe42497b456d6c2942b58cb3e4b2f168c96cbbb3ed149446b7.jpg)