Sprite has launched a new marketing campaign, ‘Spicy Laga. Sprite Utha.’, featuring actor Sreeleela, celebrating India’s growing love for spicy food and positioning the lemon and lime-flavoured beverage as the ideal refreshment to enjoy alongside fiery meals.
The campaign is inspired by a simple but familiar habit among spice lovers reaching for a chilled Sprite when the heat from spicy food becomes intense. Through the new initiative, the brand aims to connect with consumers who enjoy bold flavours and actively seek exciting food experiences.
Sreeleela, known for her energetic on-screen presence, leads the campaign and encourages consumers to embrace spicy dishes while pairing them with a refreshing bottle of Sprite. The campaign highlights how the crisp, lemon-lime taste of Sprite complements spicy food, making every bite and sip more enjoyable.
Speaking about the campaign, Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia, said that the popularity of spicy food has evolved beyond being just a passing trend. According to her, consumers today are increasingly looking for memorable and shareable dining experiences, especially those centred around bold flavours.
She added that ‘Spicy Laga. Sprite Utha.’ reflects this changing food culture by encouraging people to enjoy their favourite spicy meals with Sprite. The campaign also aims to bring the experience closer to consumers through real-world activations and digital collaborations where people discover, share and celebrate food.
As part of the nationwide campaign, Sprite will collaborate with more than 200 brand partners across India. The partnerships include leading quick-service restaurant (QSR) chains and popular food brands such as Burger King, Wow! Momo, and Tabasco. Through these collaborations, consumers will be encouraged to pair their favourite spicy meals with a chilled Sprite, reinforcing the campaign’s central message.
Adding another layer of excitement, Sprite has also introduced a nationwide on-pack promotional campaign. Consumers purchasing participating Sprite packs will have the opportunity to enter a contest for a chance to win an exciting trip to South Korea, giving fans an additional reason to participate while enjoying their favourite spicy dishes.
The campaign reflects Coca-Cola India’s continued focus on creating consumer experiences that extend beyond traditional advertising. By combining celebrity appeal, restaurant partnerships and promotional offers, the company aims to strengthen Sprite’s association with spicy food across India.
Sprite remains one of Coca-Cola India’s most recognised sparkling beverage brands and continues to evolve its marketing by connecting with changing consumer preferences. With spicy food becoming increasingly popular among younger consumers and social media driving food trends, the campaign seeks to tap into this cultural shift while reinforcing Sprite’s position as a refreshing companion for bold flavours.
Coca-Cola India offers a wide portfolio of beverages across sparkling drinks, hydration, juices, dairy, tea and coffee categories. Its brands include Coca-Cola, Thums Up, Fanta, Limca, Maaza, Minute Maid, Kinley, Smartwater, Costa Coffee and Sprite, among others. The company, together with its bottling partners, serves consumers through a network of more than six million retail outlets across the country while continuing to focus on sustainability, water stewardship and packaging initiatives.
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