Sprite has rolled out a campaign, ‘Spicy ko de Sprite ka Tadka’ (add Sprite to the spicy seasoning), featuring actors Sharvari and Sunil Grover, to position itself as the perfect partner to spicy food. 

Conceptualised by Ogilvy, the campaign consists of an ad film. 

In the film, Sharvari steps into a buzzing restaurant where Grover slips into different personas, each unveiling spicier dishes than the last. As the heat builds, Sprite enters the scene, offering spice lovers a refreshing way to take on every fiery bite. Through humour and sensory play, the film shows how Sprite’s crisp, effervescent taste doesn’t just pair with spice, it elevates it, making every dish zestier and more enjoyable.

What we think about it: The film lands its message with humour and sharp casting, making the Sprite–spice pairing feel fresh and relatable. But beyond the fun personas and zesty positioning, it leans heavily on a single gag, which risks limiting recall value. 

Sumeli Chatterjee, vice president – marketing, Coca-Cola India & Southwest Asia, said, “India’s love for spicy food runs deep, but what’s remained largely untapped is to pair it with the right kind of beverage. That’s where Sprite naturally steps in. The crisp, lemon-lime twist doesn’t just cool you down; it elevates the whole spicy food experience. With ‘Spicy ko de Sprite ka Tadka’, we are tapping into this fun pairing and creating a new space for Sprite, beginning a long-term connection we believe will resonate deeply with the Gen Zs.”

Sukesh Nayak, chief creative officer, Ogilvy India, added, “India's love affair with spice is legendary, and for Gen Z, it's a badge of honour. We saw an incredible opportunity to connect with that passion in a completely new way. 'Spicy ko de Sprite ka Tadka' isn't just a campaign, it's an invitation to embrace the thrill of spice like never before."

Furthermore, Sprite is teaming up with Ching’s, Masterchow, Bingo, Jolochips, Wow! China, and Too Yumm for activations and co-branded experiences, reinforcing its role as the go-to partner for spice with this ongoing campaign ‘Spicy ko de Sprite ka Tadka’.