Sprite, the iconic lemon-lime beverage, is back with ‘Joke in a Bottle’ (JIAB), and this time, it’s bringing the sound of comedy with it! This season, the campaign takes a bold leap, blending playful tunes, quirky beats, and unexpected twists to create an all-new, laugh-out-loud experience.
Comedy has become a major passion for young adults, with social media and meme culture shaping the next generation of humor in India. Now in its third season, Sprite’s teen-focused, meme-driven comedy campaign is leveling up with a hyper-local strategy, delivering pincode-specific humor to audiences across the country.
This season, JIAB expands beyond just jokes—exploring multiple comedy formats, from memes and sketches to reels and short clips. To amplify this fresh approach, Sprite has teamed up with viral sensation and acclaimed creator Yashraj Mukhate, who brings his signature musical comedy style to the campaign. From laugh tracks to catchy punchlines, this unique audio-driven experience is set to redefine how brands use sound to tell stories.
Bringing exclusive, never-before-seen content directly to Sprite consumers, JIAB will feature 120 of India’s top content creators. With a simple QR code scan, consumers can unlock hilarious skits that transform everyday stressors into pure entertainment—all infused with this refreshing new sound of comedy.
Sumeli Chatterjee, Senior Category Director, Sparkling Flavors, Coca-Cola India & Southwest Asia, shared, “Sprite’s ‘Joke in a Bottle’ seamlessly blends Gen Z subcultures, offering a witty and fun take on daily life. With Yashraj’s creative genius, we’ve turned content into an immersive sensory experience—one that goes beyond just watching, allowing consumers to truly feel and share the humor. This bold and playful sonic reimagining of refreshment keeps Sprite at the forefront of cultural trends, perfectly aligned with what our audience loves.”
Excited about the collaboration, Yashraj Mukhate added, “Sprite has always been effortlessly cool, and this season of Joke in a Bottle takes that vibe to a whole new level. We’ve mixed playful beats with comedy to create something truly fresh and fun—it’s the kind of twist that makes you smile before you even hear the punchline.”
With its signature crisp taste and refreshing outlook, Sprite has always added a spark to everyday moments. JIAB Season 3 builds on this legacy, proving that humor—like refreshment—is best enjoyed with an unexpected twist. Rolling out across TV, digital, and outdoor platforms, the campaign is set to bring Sprite’s playful energy to audiences nationwide. So grab a Sprite, scan the bottle, and get ready for a season packed with ultimate ‘Thand Rakh’ moments!
