93.5 Red FM, India’s leading private radio and entertainment network collaborated with Sprite, a Coca-Cola India Pvt Ltd brand for their ‘Thand Rakh – Joke in A Bottle’ campaign. The initiative reiterates the brand’s core message of staying cool and refreshed with Sprite whenever heat strikes, whether mental or physical.
Two cutting-edge cool brands team up in an exciting collaboration. Red FM’s iconic RJ Raunac (Bauaa), RJ Raj (Bakra) & RJ Parveen (Murga) representing regions HSM, APT & WB came together and integrated Sprite ‘Thand Rakh’ messaging in their distinguished, witty calls to address the contextual heated moments. A library of 100+ regional jokes was created to address daily heat moments and how Sprite with its ‘stay cool’ motto calms you down.
The radio station aired these branded segments daily, and whenever the listeners got furious, the RJ would humorously remind them to stay cool with a refreshing Sprite, saying ‘Thand Rakh’ (Keep it cool). The amusing pranks were also featured on the Red FM Podcast along with various music and audio platforms. In partnership with Sprite, Red FM introduced a social Intellectual Property (IP) called the ‘PJ challenge,’ encouraging listeners to share their best poor jokes in an audio note or post a video through WhatsApp.
Speaking on the collaboration, Nisha Narayanan, Director & COO, RED FM & Magic FM, said, “At Red FM, we believe collaborations to be the only way forward to achieving monumental success. Therefore, our collaboration with Sprite for their ‘Thand Rakh Joke in a Bottle’ campaign is paradigmatic of our trust in partnerships. Moving forth, we anticipate more collaborative opportunities in the future, with the aim of reinforcing brand trust and also getting significantly higher visibility.”
Tish Condeno, Senior Category Director, Sparkling Flavors, India & Southwest Asia, The Coca-Cola Company said, “We are thrilled to partner with Red FM on this iconic and innovative collaboration. The RJs are amazing and it is very entertaining to see them combine their tact of crowd-pleasing with Sprite’s ‘Thand Rakh’ philosophy in a light and refreshing way. Our aim is to bring moments of laughter and joy to our consumers, encouraging everyone to stay cool and composed in moments of heat in both faces of challenges.”
About 93.5 Red FM: Red FM stands out as not only India’s largest radio channels, but also one of the biggest entertainment networks. We are hyper local, hyper vocal, and with our brand philosophy and attitude ‘Bajaate Raho!’ We are at the core of millennials’ hearts. By leveraging our two-decades-old legacy and expertise, we sow the seeds of a ‘larger than life experience’. We thrive on the emotional connection with the listeners and audience fashioned through a massive footprint of 69 radio stations across the country. We create original podcasts, digital shows, and on-ground events, feature independent music, make 360-degree noise, and speak the truth. As the ‘station of expression’ Red FM boasts over 567 award-winning campaigns including BEST BRAND, BEST FM STATION, and BEST RJs.
About The Coca-Cola Company: Coca-Cola in India is one of the country’s leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company in line with its vision of ‘Beverages For Life’ offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice and dairy based products. In India it’s beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices. The Company also offers hydration beverages including Limca Sports, Smartwater, Kinley, Dasani and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes and Smartwater. In addition, it offers Costa Coffee range of tea and coffee. The Company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.
The Company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people’s lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives and carbon emission reductions across its value chain.
Globally together with its bottling partners, The Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.