Riding on the passion of Cricket amongst the youth, Brand Sprite, as an Associate Sponsor and the Official Pouring Partner of Kolkata Knight Riders (KKR) has announced the launch of its new communication initiative for the second season of the Indian Premier League, 2009. As part of brand Sprite’s 360 degree communication plans, Shahrukh Khan, Bollywood Superstar and owner Kolkata Knight Riders, Saurav Ganguly, Captain KKR and other members of the team including Murali Karthik and Ajit Agarkar would feature in a new campaign to be aired during the IPL. The latest communication further advances on Sprite’s no-nonsense, honest and cut-through attitude and complements KKR’s competitive spirit and official theme, “Korbo, Lorbo, Jeetbo Re” (To Do! To Fight! To Win!).
According to Srinivas Murthy, General Manager- Marketing (Flavors), Coca-Cola India, “Brand Sprite has always stood for cut-through clarity and has a refreshingly honest take on life. We aimed at taking these values forward through our association with Kolkata Knight Riders. The overall Brand Values of the KKR team rings through clearly in our communication. We have seamlessly integrated Shahrukh Khan, Saurav Ganguly and the players of KKR into Sprite’s communication & other brand initiatives.”
The objective of the latest Sprite communication is to leverage the passion of cricket amongst the youth, who prefer Sprite simply because of its unmatched thirst quenching ability and its refreshingly honest attitude.
To deliver on Sprite’s strategic messaging, which is all about ‘weeding out pretense and cutting to the chase’, an integrated communication program is being rolled out. It involves a range of consumer engagement programs across various channels i.e. Out-of-Home media, digital platforms and mass media advertising. In addition, Sourav Ganguly, Kolkata’s cricketing legend, recently unveiled the Sprite Nokia Para (neighborhood) Cricket series in Kolkata in West Bengal to be held till April 17, 2009.As part of the series, 11 young budding cricketers will be selected who will be sent to South Africa to cheer for their favorite team- Kolkata Knight Riders of the Indian Premier League, 2009.
In addition to leveraging mass media, Brand Sprite and Kolkata Knight Riders have also drawn out plans to leverage out- of- home media. Special creatives have been developed which will feature team players of Kolkata Knight Riders including Ishant Sharma, Brendon McCullum along with Sourav Ganguly.
The brand communication campaign is scheduled to be aired on all leading TV channels during the 2nd season of the IPL series. The campaign has been conceptualized by the team of Ogilvy & Mather, Delhi led by Ajay Gahlaut. The communication has been shot in a series of two films and is shot by Deven Munjal of Red Chillies Entertainment.
The film opens with a young manager of Kolkata Knight Riders recruiting bouncers to scare the opposition. On being questioned by Shahrukh Khan, owner, Kolkata Knight Riders, the young manager boasts about his approach of scaring the opponents off the field and subsequently defeating them on the field. Shahrukh Khan sets the equation straight by rightfully calling in the cricketers to do the job, thereby cutting the ‘Bakwaas’ (nonsense) the manager is indulging in.
Commenting on the creative thought behind Sprite’s latest communication initiative, Ajay Gahlaut, Group Creative Director-Delhi, Ogilvy & Mather said, “The latest communication initiative for 2009 rides on the success of IPL and features Shahrukh Khan, Saurav Ganguly and other players of Kolkata Knight Riders team. The latest communication further advances on Sprite’s no-nonsense, honest and cut-through attitude and complements KKR’s competitive spirit. In addition, the new communication’s simple story-line depicts Sprite as a cool and edgy brand for the youth who are passionate about Cricket. We believe that the new communication will further strengthen Sprite’s connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humor.”
Brand Sprite has joined forces with Kolkata Knight Riders as an “Associate Sponsor and the Official Pouring Partner” of KKR. The company will get branding rights for Sprite on players’ apparel (leading arm) as well as on the helmet. As part of the association, Sprite, India’s largest-selling clear-lime sparkling beverage, will be designated the official beverage of the team.