Coca-Cola India’s lemon and lime beverage brand Sprite has launched a new nationwide campaign, ‘Spicy Laga. Sprite Utha.’, positioning the drink as a companion for consumers who enjoy spicy food. The campaign features actor and Sprite brand ambassador Sharvari alongside comedian Sunil Grover and is built around the consumer habit of reaching for a chilled Sprite after eating spicy dishes.
The campaign film, available in multiple regional languages including Hindi and Bengali, is set in a restaurant where Sunil Grover serves increasingly spicy dishes through his comic characters, while Sharvari responds by reaching for a chilled Sprite. According to the company, the initiative is aimed at tapping into the growing popularity of bold and spicy food experiences among young consumers.
Sumeli Chatterjee, Category Head, Sparkling Flavours, Coca-Cola India and Southwest Asia, said the campaign reflects changing consumer food preferences and will be supported through digital partnerships and experiential activations. Sharvari said the campaign captures a relatable habit among young consumers, while Sunil Grover described Sprite as a fitting accompaniment to spicy meals.
As part of the rollout, Sprite will collaborate with more than 200 brand partners, including Burger King, Wow! Momo and Tabasco, and introduce a nationwide on-pack promotion offering consumers a chance to win a trip to Korea.
Kolkata, known for its thriving street food culture and growing quick-service restaurant market, is expected to be an important market for the campaign. The city’s strong preference for spicy snacks, rolls, biryani, momos and Indo-Chinese cuisine aligns with Sprite’s positioning, while partnerships with major QSR chains could help strengthen consumer engagement and drive beverage sales across organised food outlets and retail channels in eastern India.