MAM
Sprite unveils summer campaign
MUMBAI: Coca-Cola India announced the launch of a new brand campaign for Sprite. Playing on their popular tagline ‘Sprite Bhujaye Pyaas. Baaki All Bakwaas. Clear Hai?
In an attempt to build a stronger brand connect with its youth consumers, a 360 degrees integrated marketing program consisting of mass media advertising on TV channels and on ground initiatives including road shows and contests are being rolled out.
According to Coca-Cola India director marketing- flavors and media Debabrata Mukherjee, “Sprite as a brand is all about puncturing pretence, having a cut through perspective of life and stating facts as they are. Sprite has always been able to establish a strong connect with the youth because it talks to them in a simple, honest, straight forward manner. We believe that the new campaign will strengthen this connect with the youth, who are well grounded in reality, can see through all pretences and revel in sharp wit and humor.”
The advertising campaign to be aired on TV channels during the summer of continues with brand Sprite’s single point agenda of provoking the youth to think clearly. The focus of the new brand campaign is on the ‘thirst quenching’ without loosing Sprite’s typical tongue-in-cheek wit and humor.
The entire campaign has been conceptualized by Emanuel Upputuru of Ogilvy & Mather and has been produced by a team of young ad film enthusiasts from Chrome Films. The advertising film has been shot in Leh – Ladakh.
The brand which is exploring the digital platform with its Sprite-Itude zone is lookin at ‘engaging’ the youth through creative and gaming opportunities to the youth. A net user can enter the Sprite-itude zone by either logging on to the Coca-Cola interactive site www.myenjoyzone.com and then clicking on the Sprite-itude section or by directly keying in the URL http://www.myenjoyzone.com/sprite/.
The website allows the user to go through an interactive questionnaire and evaluate if he has the ‘Sprite-itude’. The Sprite cool zone allows the users to make a one minute mobile movie shot through his/her cameraphones. Apart from these, the webzone also has a range of downloads and online games.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
