Indulge in the multi-sensory journey of Minute Maid Pulpy Orange with its new TVC

New Delhi, August 2023.

Minute Maid Pulpy Orange, the Coca-Cola Company’s fruit juice brand, is excited to announce the launch of its latest television commercial “How do you pulp it?”. The brand is an ultimate orange indulgence with its unmatched fusion of real orange juice and zesty orange pulp. The film showcases multiple ways of consuming pulpy orange such as Gulp it, Slurp it and Chew it while savouring the delightful abundance of pulp. The TVC highlights its intrinsic credentials of containing real orange pulp that adds texture and enhances the overall drinking experience. With every sip, consumers can enjoy the delightful sensation of the pulpy goodness, creating a unique and satisfying mouthful experience.

Conceptualised by Ogilvy, the TVCshowcases multiple ways in which Minute Maid Pulpy Orange can be enjoyed, emphasizing on the sheer pleasure that comes with every gulp of the refreshingly pulpy orange juice through the catchy ‘Chew it? Gulp it? Slurp it? How do you pulp it?’For the first time ever, the brand has roped in influencers like Shraddha Kapoor and NANI, to capture the essence of the unique product while portraying the joy and satisfaction experienced by consumers.

Commenting on the campaign, Ajay Konale, Director – Marketing, Nutrition category, Coca-Cola India and Southwest Asia, said, “We are incredibly excited to launch the new campaign to celebrate the abundance of real orange pulp in Minute Maid Pulpy Orange, offering consumers a delightful and immersive way of savouring the refreshing beverage. Shraddha Kapoor’s energetic presence and NANI’s vibrant & dynamic personality perfectly complements thebrand.”

“I am elated to be a part of the Minute Maid Pulpy Orange campaign ‘How do you pulp it?’ to showcase the joy and deliciousness that comes with every sip of Minute Maid Pulpy Orange. The pulp adds a unique and refreshing twist, making it a truly immersive and mouthful experience. I invite everyone to embrace the different ways to enjoy the beverage and indulge in the pulpy goodness,”said Shraddha Kapoor.

This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP. Commenting on the creative insight behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India saysMinute Maid Pulpy Orange gives an immersive experience that no other orange juice offers, and therefore we all experience the product in our unique way. To establish this thought we’ve crafted a simple, direct and catchy campaign targeted towards a younger audience. And, with Shraddha Kapoor’s presence the campaign’s tonality is vibrant, fun and refreshing – just like our brand.”

The TVC will beaired on leading television channels andwill be amplified through various digital platforms and social media channels.

Furthering the celebrity endorsement Minute Maid Pulpy Orange will also invite consumers to share their own experiences and creative ways of consuming the juice by scanning QR code on the pack, and creating interesting AI based engaged with Shraddha Kapoor, showing the world how do they pulp it. The brand aims to foster a sense of community and encourage individuals to celebrate the pulp-filled goodness of their favourite orange juice.