- World Cup hai, garmi badhegi. Thand Rakh
- Launches first of its kind shopping OOH experience in partnership with Swiggy
- The initiative reflects Sprite’s commitment to providing innovative and refreshing experiences to its customers
NE FEATURES BUREAU
AHMEDABAD, OCT 16
Sprite, the lemon and lime-flavoured beverage by Coca-Cola launches groundbreaking Out-of-Home campaign in Ahmedabad that’s set to redefine consumer engagement, as ICC Men’s Cricket World Cup gets underway. A real-time shoppable OOH in partnership with Swiggy, a leading online food delivery platform is all about creating an engaging and interactive shopping experience for cricket enthusiasts who will witness the India vs. Pakistan Showdown in Ahmedabad on 14th October.
3/3
WINS ON REPEAT
#ThandRakh #INDvsPAK #CWC23 pic.twitter.com/UvalPNYP0j
— Sprite India (@sprite_india) October 14, 2023
The campaign’s central message urges the fans to “Thand Rakh” during heated cricket matches and moments by enjoying a chilled Sprite. As the game’s intensity surges, a rise in temperature is seen on the digital billboard representing Ahmedabad city and Narendra Modi Stadium. The temperature on OOH will change on a real-time, basis the excitement levels of the match. In this unique and first-of-its-kind innovation, the intensity of excitement within the stadium is directly tied to the decibel levels, leading to the dynamic adjustment of the temperature displayed on the board. Consumers can experience the same on their smartphones by scanning a simple QR code which creates an illusion of a virtual Sprite bottle appearing out of the board, eventually redirecting them to the Swiggy app.
Mishits will happen. Free hits will happen. World Cup hai, garmi toh badhegi.
Sprite Pi. Thand Rakh.#ThandRakh #CWC23 pic.twitter.com/FmPiIlaarJ— Sprite India (@sprite_india) October 13, 2023
Commenting on the OOH campaign, Tish Condeno, senior director, sparkling flavors category, Coca-Cola INSWA, said, “We’re excited to launch this campaign, fusing cricket’s excitement with Sprite’s coolness. We are introducing a real-time innovation for the very first time, where we are transforming the fans’ excitement into temperature, and to provide a cooling experience, we are integrating the option to purchase Sprite. Thanks to our partnership with Swiggy, we’ve created a unique shopping experience, seamlessly blending real and virtual worlds. We want cricket fans to stay cool during intense game moments with this interactive campaign which is an amalgamation of engagement, innovation and convenience.”
Commenting on the partnership, Sidharth Satpathy, Vice President – Swiggy Instamart, said, “Sprite’s groundbreaking shoppable OOH campaign in collaboration with Swiggy is set to redefine the cricket experience, offering fans an innovative and refreshing way to ‘Thand Rakh’ during heated matches. This end-to-end partnership would involve much deeper online and offline legs as well, which would help brand recruit and retain users even better.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “India vs. Pakistan is the hottest rivalry this World Cup. We wanted to celebrate the heat of this showdown in a unique way. With a billboard that tracks real-time match heat and contrasts it with the city temperature. To show the world just how hot it really gets during this epic clash.”
Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “There are few games as legendary as India vs Pak. Temperatures skyrocket inside the stadium. What better time for Sprite to step in and cool things down. Our innovative billboard collects stadium temperature through shouts, cheers and screams, and contrasts it with Ahmedabad’s temperature. For one day, the world’s hottest spot is in Ahmedabad.”
