CE DESK 
Discover how Sprite’s new campaign with Sharvari and Sunil Grover celebrates India’s love for spicy food, pairing lemon-lime fizz as the ultimate spicy meal companion.
Sprite has unveiled their new campaign, “Spicy ko de Sprite ka Tadka,” aimed at developing a new mealtime custom among Indian consumers who enjoy spicy food. The campaign depicts a sizzling culinary experience made all the more vivacious by Sprite’s signature lemon-lime fizz, which is marketed as a wonderful accompaniment cola to spicy cuisine. With a supporting role from renowned young actress Sharvari and popular comedian Sunil Grover, the campaign is centered around the fun that comes with drinking cold and zesty soda with spicy food.
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.”
Sharvari expressed her excitement about the campaign, saying, “Sprite has nailed it yet again with the ‘Spicy ko de Sprite ka Tadka’ campaign that is fun and relatable. What I really love is how Sprite always comes up with clutter-breaking campaigns that feel fresh and exciting every single time. As a brand, Sprite always aims to connect with Gen Zs and this Ad film is another perfect example of that. The whole idea of pairing spicy food with Sprite makes the taste even better. I can’t wait for everyone to try this combination already.”
Sunil Grover added, “For me, a great meal is all about the experience, and this campaign really gets that. I can’t say no to spicy food and pairing it with Sprite just feels right. Shooting the ad was so much fun and love how Sprite has spiced it up, literally.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, noted, “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.”
To support the campaign, Sprite is working with popular food brands such as Ching’s, Masterchow, Bingo, Jolochips, Wow! China, and Too Yumm to create co-branded promotions that strengthen Sprite’s position as the ultimate accompaniment to spicy food. With “Spicy ko de Sprite ka Tadka,” Sprite sets out to make dull meals exciting and infuse them with playfulness that will appeal to the youth of India.
