23/F,Laxmi Industrial Estate,

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• 23/F,Laxmi Industrial Estate,
• New Link Road,
• Andheri (W).
• Tel [phone]

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• Brand Sprite
• Category Beverages Non-alcoholic
• Product Sprite Xpress pack 350ml
• Creative Production Encyclomedia Networks Pvt.
  Ltd.

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The Market Scenario

• Absence of on-the-move beverage culture in India
• Choice made by most Indians is to stop at a
  particular place for tea, coffee and carry out
  their snacks.

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Sprite Xpress !!

• The Mobility factor of the product is the big
  Idea behind Sprite Xpress. It is more of a
  package communication, focusing on the new
  packaging.
• The Category context in which Sprite Xpress is
  rooted is that in India, while eating or snacking
  culture is rampant when individuals are
  travelling or on the move, the habit of moving
  around and consuming a beverage is largely
  under-developed. Sprite Xpress is the change
  catalyst that aims to open up this new space and
  provide consumers an opportunity to enjoy their
  beverages while they are on the move!!

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• Campaign Name Sprite Xpress Ghumo
  Ghumao!
• The word Ghumo represents the take it
  anywhere quality of the product, and Ghumao is
  an attribute of todays go-getter youth, which
  symbolizes clarity of thought and smartness

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Campaign Objectives

• To build a stronger connect with the youth.
• Offer convenience to the end consumer.
• To adapt to the dynamic and on the move lifestyle
  of the consumers.
• To emphasize on the mobility characteristic of
  the product.

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Medium Used to create awareness OOH !
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The Creative angle

• 22 different outdoor media formats were used.
• Every media format had a customized creative
  designed specifically keeping in mind the media
  and its size.
• The idea was to create a forced visibility
  scenario wherein the target audience sees the
  message while on the move !!
• The outdoor campaign was planned in a way that it
  reinforced the mobility of this pack.
• In the tagline, Ghumo Ghumao the word Ghumo
  represents the take it anywhere quality of the
  product and Ghumao is an attribute of today's go
  getter youth, which symbolizes clarity of thought
  and smartness. Based on this tagline and what it
  stands for, various high impact and eye catching
  creative's were designed and executed.

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Media Formats Used

1. Billboards
2. Bus Shelters
3. Complete train Wrap (Mumbai)
4. Volvo bus wrap ( Mumbai Bangalore)
5. Platform Branding (Mumbai)
6. Elevators
7. Escalators
8. Delhi metro station branding.
9. Metro in coach panels
10. Metro Grab Handles
11. Railway Led ( Mumbai)
12. Suvarana bus wrap ( Bangalore)
13. National Highway Boom Barriers ( Delhi)
14. Pole Kiosks
15. Center Medians.
16. Truck Backs
17. Car window graphics

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Subway In tunnel Advertising
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About the Innovation.

• It is common experience for most of us traveling
  in a lift or bus or a train to stare out of the
  window, at nothing. In a confined space, where
  people are forced to concede personal spaces,
  their discomfort makes them avoid looking at each
  other. Capitalizing on this fact Encyclomedia
  along with Sub Media India has come up with a
  media first - an innovation in the Delhi Metro
  for the brand.
• The Dark Tunnel through which the train passes is
  the place where this innovation is executed.
• The technology consists of two sets of processes
    one a specially designed display box, which
  houses the images, frame-by-frame placed next to
  one another and -the other process consists of
  changing images in such a manner that when
  installed in the displays and watched by a moving
  audience, they appear moving without any blur,
  any distortions.
• The design of the boxes incorporates variables
  like speed of the train, distance of the viewers
  etc. The software consists of modifying the
  images in manner consistent with the above
  variables. Both these together along with the
  moving audience creates the motion picture
  effect.
• The technology in question is used essentially
  used play television commercial films but
  Encyclomedia took this innovation to another
  level when they designed and rendered a 15 second
  animation for Sprite Xpress .This animation had
  the new and improved 350ML bottle doing all sorts
  of outdoor sports such as skate boarding, surfing
  etc. accurately conveying the message that the
  new pack is for on-the move consumer.
• The animation was then broken frame by frame
  thereby making 280 frames which were then used
  for the innovation. This being achieved, when the
  train passed through the tunnel, the people
  inside the train could see a short animation film
  on the walls of the tunnel which had the new and
  improved 350ML bottle skate boarding, surfing and
  breaking through glass panels.

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and the result.
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• The campaign received an overwhelming response
  and Sprite has been consistently gaining market
  share month on month. Spokesperson from Coca
  Cola India.
• Mukesh Manik, man-in-charge, Encyclomedia
  Networks says, While usually it is TVCs that are
  rendered to such in-tunnel advertising, we
  created an animation film for Sprite, especially
  for this medium.
• Srinivasan Murthy, general manager, marketing
  (Flavor Brands), Coca Cola says, Outdoor media
  has worked well for our brand due to two main
  reasons. One is that the media can be customized
  for different markets we are present in. Second,
  it works as a perfect reminder medium for the
  soft drink category. It was a conscious decision
  to use outdoor innovatively right from the first
  Sprite Xpress campaign. In-tunnel advertising is
  an extension of that decision.