Advertising
Radio & Audio

Sprite: Bubbles of Laughter
Brand: Sprite
Client: Coca-Cola India
Entrant: EssenceMediacom

The First List

Entry Title:	Sprite: Bubbles of Laughter
Brand:	Sprite
Client:	Coca-Cola India
Entrant Company:	EssenceMediacom
Description:	Sprite launched their first ever comedy portal “Joke in a Bottle”. The idea was “Scan Karo, Joke Suno” - scan the QR code on the bottle and get some LOLs through WhatsApp with 10+ national comedians in 6+ languages to prioritize towards a vernacular first approach. a) The bot allowed people to get personalized jokes, basis their joke preference & language. b) Consumers could get up to 3 jokes per interaction, with personalization options for joke type such as traffic, temperature, school, dating, adulting, work life etc. c) The campaign activated audio and video jokes targeting the on-the-go GenZ. Research suggests, 80% of the jokes are funnier to people hearing it than reading it. Hence, Radio became key in elevating the experience of listening to jokes. We Partnered with iconic RED FM RJs: Praveen & Raunak to capitalize on their famous prank shows: Murga, Bakra & Buaa. - Customized 100+ prank shows around heat triggers: Morning Rush & Mid-Day Slump. - Built topicality around “April Fool’s Day” & curated content with RJ Raunak & Praveen - Build sustenance with 10+ audio + video led pranks of ~3mins each, which were amplified on Radio & social media.