Sprite has rolled out a campaign 'Thand Rakh at Home' (Chill at Home), featuring actor Vedang Raina.

Conceptualised by Ogilvy, the film opens with Raina coming home after a tiring day, wishing to unwind and relax. But, even after his return, the 'baggage of' responsibilities and expectations continue to follow him. The film culminates with Raina drinking a glass of Sprite, which, finally allows him to unwind.

What we think about it: The ad film uses backpack as a metaphor of the baggage of responsibilities and stress, which makes the narrative quirky and humorous.

Sumeli Chatterjee, senior category director, sparkling flavours, Coca-Cola India and South-west Asia, said, "Every day is a hustle to maximise and achieve. At the end of the day, every teenager seeks a moment to relax. But they walk into their homes carrying a bag full of baggage and stress from their day. The creative strategy uses this bag as a metaphor to cue the need to unwind. Chill-at-home is a witty take by Sprite, the ultimate refreshing drink, that urges the teens to unwind after a hectic day. Vedang brings that effortless cool vibe, making him the perfect fit to resonate with today’s teens.”

Ritu Sharda, chief creative officer, Ogilvy India (North) said, “Sprite has always understood the pulse of the youth. This film captures the everyday annoyances that college students face, symbolised by the weight of a backpack. It represents the stress and burdens they carry throughout the day. Sprite steps in as the perfect way to unwind, turning those end-of-day moments into something truly refreshing and rewarding."

CREDITS:

Client: The Coca-Cola Company
Brand: Sprite
Agency: Ogilvy
Production house: Corcoise Films