Sprite has entered new territory. Its first game-show format, Sprite Truth & Spice, is now live as an eight-episode digital series.
The Format: Heat, Dares and Unfiltered Truths
The concept is simple. Celebrity pairings face spicy dishes through challenges and candid conversations. The structure borrows from truth-or-dare and card games. The line-up spans eight duos, so sixteen personalities in total: • Aaditya Kulshreshth and Larissa D'sa • Shreya Kalra and Rishabh Jaiswal • Arshdeep Singh and Samreen Kaur • Garv Taneja and Nandini Nayal (Gini) • Shantanu Maheshwari and Shruti Sinha • Varun Sood and Vihaan Samat • Swati Sachdeva and Gurleen Pannu • Nayani Pavani and Mehaboob Dil Se
The mix covers comedy, cricket, music, dance and digital creation. That means multiple audience pools in a single series.
The Strategy: Flavour Meets Social Ritual
Sprite is anchoring the show in a natural pairing: its lemon-lime taste against spicy food. Every episode starts with a can of Sprite or Sprite Zero.
Two episodes are presented with Tinder. Their themes centre on connection and conversation, adding a second brand with a youth-heavy audience.
Sumeli Chatterjee, category head, Sparkling Flavours, Coca-Cola India and Southwest Asia, calls spicy "a social experience." She positions the show as a hangout ritual for friends, families and strangers.
The Last Word
Sprite isn't selling a drink here. It is selling a shared moment. Brands that build participatory formats, not just ads, may earn longer attention and stronger recall. Co-branding, as with Tinder, could become the template for scaling such series.