The India-Pakistan cricket rivalry is an emotional rollercoaster. With
every boundary, every wicket, and every cheer, hearts pound, and spirits soar.
As the ICC Men’s Cricket World Cup takes center stage, Sprite, the zesty lemon
and lime-flavored beverage by Coca-Cola, has unveiled India’s first audio
decibel-based game-changing Out-of-Home
(OOH) campaign in Ahmedabad at the Ind-Pak’s first match of the tournament.

Sprite’s mission? To help cricket enthusiasts keep their cool in the
sweltering heat of the cricketing battlefield. The central message is simple
yet profound: “Thand Rakh.” When the tension reaches its peak during
a nail-biting match, there’s nothing better than a chilled Sprite to keep your
spirits high and your temperature down.

What makes Sprite’s campaign truly electrifying is the decibel-based
real-time element. As the game’s intensity surges, a digital billboard
representing Ahmedabad City and the Narendra Modi Stadium mirrors the
excitement. It’s like watching the city’s thermometer spike with every cheer
and roar from the stadium. This innovative billboard dynamically adjusts the
temperature displayed, keeping pace with the decibel levels within the stadium.

But here’s where the real magic happens. Fans can experience this
interactive wonder on their smartphones too, with a simple scan of a QR code.
Imagine a virtual Sprite bottle appearing right before your eyes, as if by
magic, and then being seamlessly redirected to the Swiggy app for a real,
refreshing Sprite delivery. Interesting, isn’t it?

Tish Condeno, senior director of the sparkling flavors category at Coca-Cola INSWA, couldn’t contain her excitement and shared, “We’re excited to launch this campaign, fusing cricket’s excitement with Sprite’s coolness. We are introducing a real-time innovation where, for the very first time, we are transforming the fans’ excitement into temperature, and to provide a cooling experience, we are integrating the option to purchase Sprite. Thanks to our partnership with Swiggy, we’ve created a unique shopping experience, seamlessly blending real and virtual worlds.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “India vs. Pakistan is
the hottest rivalry this World Cup. We wanted to celebrate the heat of this
showdown in a unique way. With a billboard that tracks real-time match heat and
contrasts it with the city temperature. To show the world just how hot it
really gets during this epic clash.”

Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “There
are few games as legendary as India vs Pak. Temperatures skyrocket inside the
stadium. What better time for Sprite to step in and cool things down. Our
innovative billboard collects stadium temperature through shouts, cheers and
screams, and contrasts it with Ahmedabad’s temperature. For one day, the
world’s hottest spot is in Ahmedabad.”

Sidharth
Satpathy, Vice President – Swiggy Instamart, said
“Sprite’s groundbreaking
shoppable OOH campaign in collaboration with Swiggy is set to redefine the
cricket experience, offering fans an innovative and refreshing way to ‘Thand
Rakh’ during heated matches. This end-to-end partnership would involve much
deeper online and offline legs as well, which would help the brand recruit and
retain users even better.”

The India-Pakistan cricket rivalry, a true testament to the spirit of
the game, continues to capture the hearts of millions. As we relive the intense
showdown, we’re reminded that cricket isn’t just a sport; it’s a tapestry of
emotions, a celebration of talent, and an enduring bond that transcends
borders. Sprite’s innovative campaign and real-time experiences have added a
refreshing twist to this legendary contest. It’s more than just a campaign;
it’s an emotion-packed journey through the highs and lows of the cricketing
battlefield. Here’s to more epic battles and unforgettable moments in the world
of cricket!