Inclusive Refreshment: Sprite Nepal's Chillgar Campaign Strikes the Right Chord
Sprite has become synonymous as a refreshing drink with crisp, citrusy and carbonated flavor. Its global brand and marketing strategy has consistently emphasized its refreshing qualities, promoting it as a choice for cooling down and revitalizing. Likewise, Sprite Nepal's strategy, over the years, has come alive with campaigns like #Coolbasneho, #Stayrefreshed, #Letsbeclear and #Spritespicy, among others. All of these campaigns have screamed one message in particular - Quench your thirst and chill out. Accordingly, Sprite Nepal's latest campaign #Chillgar has been brought to life by a TVC featuring the brand's ambassador Anmol Kc in multiple languages.
The TVC marks a comedic intro enacted using a nonsensical yet engaging script. The ad then progresses to rectify the farce by establishing a connection between Anmol and a bottle of Sprite. With a couple of gulps, he refreshes himself from the blistering heat of the shooting venue and finalizes the shot with a clever improv. From a technical standpoint, the ad is nothing short of excellent. However, the TVC has two pivotal significances beyond its technicalities.
The Drink of Youth
The name of the campaign, #Chillgar, says it all. 'Chill' is commonly used by the young Nepali populace to convey relaxation. Additionally, 'Gar' is used by the Nepali populace to either denote a commanding speech or intimacy with the counterpart. In unison, youths predominantly use these words to order or request somebody to relax, and this is exactly what Sprite has always aspired to position itself as a beverage. Moreover, Anmol Kc is known to have a huge fanbase among the young population. As such, it is safe to say that the TVC signals Sprite Nepal's intent to promote itself as a drink of choice to the young audience looking to refresh themselves from their daily hassles.
It is a well-known fact that Nepal is a land of diversity with over 120 languages spoken in different parts of the country. Sprite Nepal has maintained brand conscience by releasing dubbed versions of the TVC in Maithili and Bhojpuri. Being two of the most spoken languages in the country, it is a startling fact that even some of the largest brands in the country have not emphasized multilingual marketing. Simply dubbing its release in two other languages, Sprite Nepal has attempted to connect with the denizens of the Terai region. This can prove to be highly effective as the Terai region records the highest temperature throughout the year: What better drink than a refreshing bottle of Sprite? Moreover, multilingual marketing will open up the brand to benefits such as improved customer experience, enhanced brand perception and a boost of competitive advantage.