New Delhi: Sprite is back with ‘Joke in a Bottle’ (JIAB) and this time, it’s bringing the sound of comedy with it!
Comedy has emerged as a major passion point for young adults, with social media and meme culture leading the way in shaping the next generation of humor in India. Sprite's teen-forward and meme-centric comedy campaign is now entering its third season, with the aim to deliver localised, pincode-specific humour to consumers across the country.
The season is expanding horizons from just jokes to multiple formats of comedy sprawling across memes, sketches, reels and clips.
Sprite has partnered with creator Yashraj Mukhate to craft his signature comedic soundscape.
Joke in a Bottle will feature 120 content creators. Consumers can simply scan a QR code to unlock comedic skits that turn everyday stressors into entertainment, all infused with this refreshing new sound of comedy.
Sumeli Chatterjee, Senior Category Director, Sparkling Flavors, Coca-Cola India and Southwest Asia, said, “Sprite's 'Joke in a Bottle' is a seamless fusion of Gen Z subcultures, offering a witty and fun perspective on the daily routines of youth. Through Yashraj's creative brilliance, we have transformed content into a sensory experience—one that transcends traditional viewing, allowing consumers to feel and share it through a unique audible. This bold, playful reimagining of refreshment in a sonic avatar ensures Sprite remains at the forefront of trends, perfectly aligned with the passions of our consumers.”
Mukhate said, “Sprite has always been effortlessly cool, and this season of Joke in a Bottle brings that vibe to life in a whole new way. We’ve mixed playful beats with comedy to create something fresh and fun. It’s the kind of twist that makes you smile before you even hear the punchline.”
The campaign will roll out across TV, digital, and outdoor platforms.
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