Sprite, the top lemon-lime soft drink of The Coca-Cola Company, has enlisted Sharvari Wagh as its new brand ambassador in India. The step reflects the brand’s strategic transition towards reaching out to young audiences through the use of the Bollywood actress’s growing popularity. The step will likely strengthen Sprite’s market positioning further as it remains the top dog in India’s carbonated soft drink (CSD) market.
Sprite’s Market Position & Growth in India
Sprite has consistently been one of India’s best-selling soft drinks, outperforming its competitors in the clear lime segment. According to Coca-Cola India’s 2023 annual report, Sprite was the highest-grossing soft drink in the company’s portfolio, surpassing even its flagship brand, Coca-Cola.
🔹 In 2022, Sprite recorded a sales revenue of ₹3,000 crore ($360 million) in India.
🔹 In 2023, this figure jumped by 12%, reaching approximately ₹3,360 crore ($400 million), making it India’s top-selling soft drink.
🔹 Globally, Sprite’s market share in the carbonated drinks category is around 7%, with India being one of its fastest-growing markets.
The bar chart above clearly shows Sprite’s steady sales growth in India, reinforcing its carbonated soft drink market dominance.
Also Read: Coca-Cola India: A Marketing Evolution
Why Sharvari Wagh?
Sprite’s decision to sign Sharvari Wagh is based on some strategic thinking:
Connecting with Gen Z & Millennials – With Sharvari as a new Bollywood face, there is high youth connectivity with the “stay cool, stay clear” philosophy of Sprite.
Social Media Influence – With an engaged digital audience, Sharvari brings a modern, relatable touch to Sprite’s campaigns, especially in the online marketing era.
Long-Term Investment – Unlike well-established stars, her rising career trajectory allows Sprite to build a sustained partnership, much like Coca-Cola has done with young Bollywood talents in the past.
Stars of Sprite
Recently, Indian Cricket star and T20 captain Surya Kumar Yadav, along with Kapil Sharma, was seen in the ‘Scan Karo, Joke Sunao, Thand Rakho‘ initiative, Now with Sharvari, the brand will likely revamp its narrative approach, introducing a different element to Sprite’s advertising campaigns.
Future Outlook for Sprite & Sharvari
With Sharvari Wagh, Sprite will roll out new digital-first campaigns based on India’s changing youth culture. Given Sprite’s consistent sales momentum, this tie-up is expected to further consolidate the brand’s leadership position in the carbonated beverage category.
Whether this endorsement contract will positively affect Sprite’s brand recognition and sales rates is yet to be seen, but the signs suggest a bright new future for both Sprite and Sharvari Wagh.
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