Sprite unveils ‘ThandRakh’ brand films during ICC Men’s Cricket World Cup

Jaipur, October 2023.

Sprite, the lemon and lime-flavored beverage from the Coca-Cola Company encourages cricket fans to keep their cool during intense moments of matches through a series of brand films on ‘ThandRakh.’ With the ongoing ICC Men’s Cricket World Cup, the natural impulse to become caught up in the intensity of the game’s heated moments is inevitable. However, Sprite comes to the rescue as the ultimate refreshment to help fans stay cool and composed when the pressure is high.

In a series of captivating TV commercials, a group of friends are shown engrossed in the ICC Men’s Cricket World Cup. While one of them is fixing the house premises, others are glued to the TV without wanting to miss a single ball. As the match’s intensity rises, chaos ensues in the household at the same time. It’s during this pivotal moment that one of them extends an offer of Sprite to the group.

In another exciting and forward-thinking move, Sprite is embracing innovation and encouraging ‘ThandRakh’ by launching the shoppable Out-Of-Home (OOH) advertising campaign during the highly anticipated India vs. Pakistan match on October 14th. 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.

Tish Condeno, Senior Category Director, Sparkling Flavors (India and Southwest Asia) Coca-Cola                    India, expressed her enthusiasm for the campaign, saying, “The new’ThandRakh’ campaign revolves around embracing the unforgettable intensity that defines sports. Sprite, truly takes ownership of these heated moments, offering a refreshing solution during ICC Men’s Cricket World cup. We are thrilled to provide a cool respite for those impulsive, high-pressure moments that define the essence of the tournament.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said Sprite is established itself as the go-to brand when life throws situations at you that end up causing heat. The cricket world cup is one such situation. The campaign shows cricket through the lens of life in an interesting way that ends in a comedy of errors. It’s quick, snackable content that drives home the point of when heat strikes, Sprite comes to the rescue.”

Ritu Sharda, Chief Creative Officer, Ogilvy India (North), said “The cricket World Cup is the biggest clash of the best teams from around the world. Obviously there will be intense moments and things will heat up. The films show how heated moments from a match get transferred to real life. We took words from the world of cricket and gave it a spin with real life situations where the meaning of the word is completely different. Resulting in heat. Making it the perfect ground for Sprite to come in as the official cooler of heat and to tell people to enjoy the world cup in full, minus the heat.