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.
MAM
Stagwell expands Trade Desk tie up to deploy Koa Agents globally
AI agents to automate planning buying optimisation and measurement.
MUMBAI: Media buying may soon need fewer hands on keyboards and more prompts on screens. Stagwell has expanded its global partnership with The Trade Desk, becoming the first global marketing network to adopt Koa Agents, an alpha-stage, agentic AI system designed to overhaul how digital advertising campaigns are run.
At its core, Koa Agents flips the traditional workflow. Instead of manually configuring campaigns step by step, marketers can simply describe their objectives, with AI agents executing, optimising and refining campaigns in real time. Tasks that once took days from audience segmentation to performance analysis are now automated and continuously adjusted as conditions shift.
The integration will connect Koa Agents with Stagwell’s proprietary media ecosystem through The Trade Desk’s Open Agentic Kit, effectively stitching together planning, activation, measurement and optimisation into a single, automated loop.
The first phase of deployment will focus on two key areas. For audience planning, traders can define target segments while Koa Agents identify high-value consumers, activate campaigns across premium inventory and optimise performance dynamically. On the supply side, the system introduces deeper transparency, using quality signals such as ad-to-content ratios and refresh rates to prioritise inventory, while offering clearer visibility into pricing and margins during live campaigns.
The rollout will also introduce a conversational interface, allowing traders to query campaign performance in plain language, why it is underperforming, what is driving results, and what to change receiving real-time, actionable recommendations.
Stagwell plans to make these capabilities available to select clients in a closed beta later this summer, with a broader roadmap aimed at automating the full campaign lifecycle, including setup, troubleshooting and predictive optimisation.
The move builds on an existing partnership between the two companies, including Stagwell’s adoption of Unified ID 2.0, The Trade Desk’s privacy-focused identity framework. Combined with Koa Agents, this is expected to sharpen audience targeting, streamline cross-channel activation and improve measurement accuracy.
As advertising grows more complex behind the scenes, both companies are betting that the front end can become radically simpler where campaigns are less about clicks and controls, and more about outcomes and intent.
