Sprite is on the hunt for India’s ultimate chill expert with its latest campaign, rolling out a search for the country’s first-ever “Chief Chill Officer” (CCO). The Coca-Cola-owned lemon-lime soda brand is tapping into the easygoing, laid-back vibe of India’s youth, challenging them to prove they’ve got what it takes to be the undisputed master of relaxation.
Think you’ve got the skills? Sprite’s Instagram is the battleground, where aspiring CCOs are dropping comments showcasing their next-level chill. The job description? Unmatched expertise in taking it easy—whether it’s napping like a pro, keeping your cool in total chaos, or turning a five-minute break into a full-blown vacation. Bonus points if you can brush off deadlines like a gentle breeze.
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To get the word out, Sprite has teamed up with influencers to amplify the campaign’s reach, and the internet is already buzzing. From everyday users to rival brands, the responses have been nothing short of hilarious.
Thums Up, known for its high-energy branding, threw its hat in the ring with a bold claim: “We’re the most dumdar candidate for this! Just pick us already.” Meanwhile, Coca-Cola cheekily suggested, “Doesn’t CCO stand for Coca-Cola Only?! We’re basically born for this.”
Even comedian Biswa Kalyan Rath couldn’t resist a jab at corporate hustle culture, joking, “Sir, do we have to chill 90 hours a week?”—a not-so-subtle dig at a recent viral comment by an L&T executive demanding employees work 90-hour weeks. Fashion brand Ajio also chimed in, insisting that the official uniform should be “comfiest PJs and oversized tees.”
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This campaign is an extension of Sprite’s ‘Thand Rakh’ initiative, which champions the art of staying cool—both literally and figuratively—in high-stress situations. By blending humor, pop culture references, and a healthy dose of self-awareness, Sprite is once again proving it knows exactly how to connect with its audience.
