India, 27 March 2025: Sprite, the iconic lemon and lime-flavored 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 leap by blending playful melodies, quirky beats, and surprise twists to create an all-new, laugh-out-loud experience.
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, equipped with a comprehensive strategy to deliver localized, pincode-specific humor 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 social media’s favourite viral and acclaimed creator Yashraj Mukhate to craft his signature comedic soundscape that adds an unexpected rhythm to humor. From laugh tracks to catchy punchlines, this unique audio element promises to set a new standard for how brands use music to enhance storytelling.
Bringing fresh, exclusive content directly to Sprite consumers, Joke in a Bottle will feature 120 of India’s top 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.”
Expressing his excitement, Yashraj 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.”
With its signature crisp taste and refreshing perspective, Sprite has always been a brand that adds a spark to everyday moments. JIAB Season 3 takes this forward, proving that humor—like refreshment—is best enjoyed with an unexpected twist. The campaign will roll out across TV, digital, and outdoor platforms, bringing Sprite’s playful vibe to audiences across the country. So, grab a Sprite, scan the bottle, and get ready for a season filled with ultimate ‘Thand Rakh’ moments!
