As hybrid work, flexible learning, and device-agnostic workspaces redefine how India works and studies, BenQ today announced the launch of its GW90TC Series Monitors in India.

Designed to simplify modern setups while enhancing everyday productivity, the new lineup includes GW2490TC and GW2790TC — Full HD, 144Hz USB-C monitors that combine high refresh performance, advanced ergonomics, and BenQ’s industry-leading eye-care technologies.

 With USB-C fast becoming the universal standard across laptops, tablets, and compact work devices, the GW90TC Series reflects a broader industry shift toward cleaner, more efficient, and future-ready work environments.

 Driving the Shift to Single-Cable Workspaces

The GW90TC monitors enable users to connect, display, and transfer data through a single USB-C cable using DisplayPort Alt Mode, significantly reducing cable clutter and improving desk efficiency. The series supports up to 20W power delivery, allowing compatible devices to stay charged while in use — a critical requirement for professionals, students, and creators working across locations.

 By simplifying connectivity without compromising performance, the GW90TC Series addresses the growing demand for plug-and-play workstations in hybrid and space-constrained environments.

 Everyday Performance, Elevated

Built around Full HD IPS panels, the GW90TC Series delivers consistent color, wide viewing angles, and smooth motion through a 144Hz refresh rate and 5ms response time. Whether navigating spreadsheets, multitasking across windows, or enjoying everyday entertainment, users benefit from fluid visuals and reduced motion blur. AMD FreeSync support further ensures seamless performance during dynamic content consumption.

 Designed for All-Day Visual Well-Being

Extended screen time has become the norm — and eye comfort is no longer optional. The GW90TC Series integrates BenQ’s proprietary Eye-Care technologies, including Flicker-Free, Low Blue Light, and Visual Optimizer, to help reduce eye strain and fatigue during prolonged use. These features deliver visual comfort without sacrificing clarity or color accuracy, supporting healthier viewing habits across work and learning scenarios.

 Ergonomics That Adapt to the User

Recognizing that productivity is deeply linked to physical comfort, the GW90TC Series offers comprehensive ergonomic adjustments — including height, tilt, swivel, and pivot — enabling users to personalize their setup for better posture, comfort, and long-term well-being.

 Leadership Perspective

“USB-C is no longer a premium add-on — it has become the foundation of how modern devices connect and work together,” said Rajeev Singh, Managing Director, BenQ India. “With the GW90TC Series, BenQ is responding to this shift by delivering monitors that simplify connectivity, enhance everyday performance, and prioritize eye comfort. Our goal is to empower professionals, students, and hybrid users across India with smarter, cleaner, and more future-ready workspaces.”

Pricing & Availability

The BenQ GW90TC Series monitors—GW2490TC and GW2790TC — are now available across BenQ’s authorized retail partners and leading e-commerce platforms in India, alongside lower-spec GW range variants including GW2490C and GW2790C, ensuring options across price points, with models priced at INR 9,589 (GW2490C), INR 12,750 (GW2490TC), INR 11,989 (GW2790C), and INR 14,990 (GW2790TC).

Honeywell (NASDAQ: HON) today introduced its Hybrid Heating Solution, a flexible, automated way for industrial manufacturers to potentially lower operating costs and carbon emissions by integrating both traditional natural gas and electric energy sources for industrial process heating.

By automating heating controls, manufacturers can switch energy sources in real time from natural gas to electricity for industrial heating, optimizing energy costs and reducing reliance on a single fuel source.

Honeywell’s Hybrid Heating Solution is designed for seamless integration with manufacturers’ existing infrastructure and can deliver up to 30% electric heating capacity at any given time.

It can also provide predictive diagnostics and remote monitoring, making operations more visible and precise for manufacturers across industries including automotive, building materials, and food and beverage.

“Hybrid solutions offer a practical way for energy-intensive industrial manufacturers to not only alleviate strain off the grid, but also to help advance the energy transition at a global scale,” said John Villali, Senior Research Director at IDC Energy Insights.“As companies work to curb emissions and reliance on fossil fuels, their supply chains can play a critical role to help meet decarbonization goals by leveraging electrical power, including renewable sources.”

“Today’s manufacturing landscape is increasingly challenged by rising energy costs and the need to cut back on fossil fuel usage while increasing productivity” said Tim Lee, President of Honeywell Thermal Solutions. “By merging traditional and electrical energy, including renewables, Honeywell is addressing industry challenges by offering a flexible and realistic path to emissions reduction for companies that require energy-intensive heat in their manufacturing processes.”

In facilities where manufacturers have onsite wind, solar or battery energy storage to produce electricity, operators may be able to leverage those renewables to lower the carbon emissions of their heating operations, to the extent permitted by law.

Honeywell’s Hybrid Heating Solution is commercially available now and is in production across various manufacturing verticals following successful pilots. For more information, visit Honeywell.com.

Sampark Foundation has unveiled a significant expansion of its efforts to transform learning and improve educational outcomes in government schools across Uttar Pradesh, Rajasthan, Uttarakhand, Maharashtra, Jharkhand, Himachal Pradesh, Haryana, and Chhattisgarh, through an investment of ₹25 crore.

The announcement comes as the Foundation completes 20 years of driving innovation and impact in public education.

As part of this expansion, the Foundation will support the creation of 20,000 additional smart schools across the eight states, aligned with the National Education Policy’s vision of digitally empowered classrooms.

Under this initiative, Sampark TV will be installed free of cost in government schools where smart televisions or smart boards already exist or are planned, alongside structured teacher training to enable effective classroom integration.

A parallel focus of this expansion is the deployment of an AI-based, real-time classroom monitoring and governance platform, planned to be rolled out across 80,000 government schools.

The platform will enable district, block, and school-level education officials to track teaching data, monitor classroom engagement, and predict learning outcomes, strengthening evidence-based decision-making and accountability within the public education system. This first-of-its-kind platform will be implemented at no cost across all covered schools.

Letters of intent have been formally shared with all eight state governments, marking the next phase of collaboration to scale technology-enabled, student-centric learning across public education systems.

Speaking on the announcement, Mr. Vineet Nayar, Founder and Chairman, Sampark Foundation, said, “Twenty years ago, Sampark Foundation began with a simple idea: every child deserves a learning experience that excites the mind and sparks curiosity, regardless of geography or circumstance. As we renew our efforts to deepen partnerships with state governments, we aim to create classrooms where curiosity thrives and learning outcomes improve meaningfully and sustainably.”

Dr. K. Rajeswara Rao, President, Sampark Foundation and former Special Secretary, NITI Aayog, added, “The future of public education lies in the intelligent use of data, technology, and governance. The AI-based monitoring platform will enable education leaders at every level to respond faster, plan better, and ensure accountability where it matters most – in the classroom. This initiative represents a significant step towards institutionalising data-driven decision-making in government school systems.”

In addition, the Foundation will host large state-level AI Education Conclaves in March 2026 across each of the eight states, focused on the theme “AI Revolution in Education,” bringing together policymakers, practitioners, and global experts to advance dialogue on the future of technology-enabled learning.

Committed to strengthening education delivery across India and fostering a love of learning in every child, Sampark Foundation works closely with state governments to ensure inclusive access to quality education.

Through its flagship Sampark Smart Shala programme, the Foundation has reached over 1.8 crore children across more than 1.4 lakh government schools, trained over 8.5 lakh teachers, and established 40,000 smart classrooms that enhance teaching and learning experiences nationwide.

Over the past  two decades, what began as a vision has evolved into one of the world’s largest education movements, documented as a Harvard Case Study and recognised globally among leading large-scale education innovations.

Bengaluru-based  MiniPix, a mobile-first entertainment platform focused on short-form regional micro-dramas for Bharat audiences, has raised ₹2.4 crore in its maiden pre-seed funding round led by startup accelerator PedalStart.

The round also witnessed participation from Venture Catalysts and renowned investors, including Sandip Gupta and Rajdip Gupta (Founders, Route Mobile), through SanRaj Family Ventures Pvt. Ltd.

The capital raised through this round will be deployed to strengthen MiniPix’s product-market fit, scale high-quality regional content creation, and build a strong execution-focused team. The company aims to sharpen its platform capabilities while remaining deeply aligned with mobile-first consumption patterns and culturally rooted storytelling.

Founded in June 2025, MiniPix is building a premium entertainment platform centred on short, vertical micro-dramas designed specifically for audiences in Tier-2 and Tier-3 India.

Investors backing the company were drawn to the founders’ experience and a shared belief that micro-dramas represent the next evolution of digital entertainment, particularly for regional audiences whose viewing behaviour differs significantly from traditional OTT consumers.

This belief is increasingly reflected in broader industry trends. According to recent market study by Redseer Strategy Consultants, India’s interactive and short-form digital entertainment market is expected to witness rapid growth over the next few years, with micro-drama formats projected to grow at an estimated 50–70 per cent CAGR, driven by rising smartphone penetration, low data costs, and increasing preference for regional language content.

Despite operating in a highly competitive streaming ecosystem, MiniPix has demonstrated strong early traction. Within 6 months of product launch, the platform has crossed 100,000 app downloads, built a base of over 20,000+ paying subscribers, and recorded more than 3 million episode views, translating into upwards of 35,000 hours of content streamed.

This momentum has helped MiniPix reach an annual recurring revenue of ₹3 crore+, offering early validation of its content-led business model.

Brijesh Kashyap (Co-founder & CEO), Om Prakash Singh (Co-founder) and Sushil N. (Chief Technology Officer) of MiniPix, said, “Raising this round marks an important milestone in MiniPix’s journey. We’ve seen strong engagement from Bharat audiences when content speaks their language and reflects their lived context. This capital allows us to move beyond validation and start building scale in a measured way by investing in content quality, strengthening our platform, and assembling a team that can execute consistently. Our focus is on building a long-term premium entertainment brand that feels native to mobile consumption in India”.

Beyond capital, PedalStart, the lead investor, played an active role in supporting MiniPix throughout the fundraise. The accelerator worked closely with the founders on pitch refinement, narrative clarity, and investor discussions, while continuing to mentor the team on a regular basis.

Commenting on the investment, Manas Pal and Aditya Darolia, Co-Founders, PedalStart, said, “MiniPix stands out for its clarity of vision and early revenue traction in an emerging and moving category of digital entertainment. The founders understand regional audiences deeply and are building with intent rather than imitation. Their focus on micro-dramas, combined with disciplined execution, positions them well to create a differentiated entertainment platform. We are pleased to back MiniPix at this early stage and support the team as they scale”.

In the near future, MiniPix plans to introduce greater automation and data-led processes across its content and platform operations. The company is also selectively exploring the use of AI-led tools to identify areas where efficiency can be improved and content production optimized at scale, without compromising creative quality.

These efforts are aimed at building a sustainable and cost-effective content pipeline as the platform expands across languages and regions.

MiniPix’s core audience today comprises young, mobile-first users aged 22–45, primarily from Tier-2 and Tier-3 towns. The platform is currently focused on Bhojpuri micro-dramas, reflecting strong demand for culturally rooted narratives, and plans to expand into five additional regional languages over the next two years.

Looking ahead, MiniPix has outlined a structured growth roadmap, targeting ₹6 crore in ARR by March 2026, with plans to scale to ₹35 crore in Year 1, ₹134 crore in Year 2, and ₹308 crore in Year 3, driven by deeper regional penetration, content expansion, and improved monetisation.

Nineteen-year-old Tushar Shaw from Bengaluru, pursuing second-year engineering student from Scaler School of Technology, has crafted not just a gadget but a gesture of social imagination.

His creation, Perceivia — intuitive glasses for the visually impaired — earned him a place among the national winners of Samsung Solve for Tomorrow 2025.

Samsung Solve for Tomorrow is the company’s flagship education programme that challenges young minds to identify real-world problems and develop solutions using technology.

This year the four winning teams from the themes AI for a Safer, Smarter, and Inclusive Bharat; Future of Health, Hygiene, and Well-being in India; Environmental Sustainability via Technology; and Social Change through Sport and Tech, received a grant of ₹1 crore incubation support at IIT Delhi.

Perceivia is designed to help visually impaired users perceive their surroundings through sound. Using an integrated suite of audio sensors, object-recognition cameras, and AI-based spatial analysis, the glasses detect and describe what lies ahead — from identifying objects and estimating distances to recognising human voices and faces.

The device alerts users through subtle vibrations or real-time voice feedback, creating a kind of “sensory map” of their environment.

“I grew up next door to a visually impaired neighbour,” Tushar recalls. “I saw firsthand how daily tasks like crossing a road, identifying people, or locating objects could become monumental challenges. I knew I had to create something that gave them a sense of independence.”

At the time, he admits, his ambition far outpaced his technical competence. “I had no background in computer vision or hardware design,” he says. “But Samsung Solve for Tomorrow gave me not just the resources, but also the confidence and mentorship to bridge that gap.”

“I used Gemini 2.0 Flash for screen description and built facial and object recognition features using datasets contributed by visually impaired volunteers,” he explains. “Their feedback helped me identify gaps in the prototype — what worked in theory often needed to be rethought in practice.”

The Samsung Solve for Tomorrow programme, which invited thousands of young innovators across India to develop solutions for the nation’s most pressing challenges, gave Tushar both the stage and the support system to bring his idea to life.

“We were taught how to understand markets, conduct research, and engage with potential partners. It was a crash course in how to turn an idea into an enterprise,” says Tushar.

Tushar’s project was selected by a distinguished jury comprising senior Samsung leadership and experts from academia, government, and industry.

His innovation emerged as a winner under the theme ‘AI for a Safer, Smarter, and Inclusive Bharat’, one of four focus areas in this year’s competition — alongside Future of Health and Hygiene, Environmental Sustainability through Technology, and Social Change through Sport and Tech.

For Tushar, the triumph marks both an end and a beginning. “Winning Samsung Solve for Tomorrow has opened doors I hadn’t even dared to knock on,” he smiles. “I want to collaborate with brands specialising in accessibility tech, refine the product’s design, and make it affordable for people across India.

I’m also continuing my studies — there’s still so much to learn before I can build something truly transformative.”

In the coming year, he plans to test Perceivia with a wider group of users, gather feedback from mobility trainers, and integrate features for indoor navigation.

His ultimate goal? To make the device as ubiquitous and indispensable as spectacles — not a luxury for the few, but a right for all.

ZOWIE, the dedicated esports performance brand by BenQ, is all set to elevate the competitive gaming scene at AMD GameOn 2025, one of the country’s premier showcases celebrating the vibrant worlds of gaming, innovation, and competitive esports.

The event, scheduled from 1^st to 2^nd November, at the Novotel Hyderabad Convention Centre, will serve as a dynamic platform for partners to present their latest innovations, advanced hardware, and breakthrough technologies alongside AMD — inspiring gamers, creators, and the rapidly evolving gaming and VFX industry in India.

 At the ZOWIE Experience Booth, visitors will get an exclusive opportunity to test the latest ZOWIE XL2566X+ 400Hz esports monitors, the DW wireless mice series, and the complete range of ZOWIE mousepads—equipment trusted by top professional esports athletes around the world for its precision and reliability.

Visitors can participate in exciting 1v1 esports challenges, experience the unmatched motion clarity and responsiveness of ZOWIE’s professional-grade gear, and win exclusive ZOWIE merchandise during the event.

 “BenQ is proud to participate in AMD GameOn 2025, a premier event that exemplifies the vibrant growth and evolution of the esports ecosystem in India and beyond,” said Rajeev Singh, Managing Director of BenQ India and South Asia.

 “We believe esports is not just a competition but a powerful platform for community building, talent development, and innovation. Through ZOWIE, we are committed to delivering technology that empowers gamers at every level to achieve their best performance. Our presence at this event reinforces our dedication to nurturing esports as a mainstream sport with exciting opportunities globally.”

 Products at display

ZOWIE XL2566X+ Monitor

• 24.1-inch Fast TN panel with Full HD (1920×1080) resolution
• Ultra-fast 400Hz refresh rate with DyAc 2 technology for motion blur reduction
• Enhanced color vibrancy and clarity for better enemy visibility
• Ergonomic adjustments including height, tilt, swivel, and VESA mount
• Multiple ports including 3x HDMI 2.0 and 1x DisplayPort 1.4

 ZOWIE DW Wireless Gaming Mice

• Sport science-designed shapes for comfort, grip, and endurance
• Stable wireless connection with minimal latency
• Various models tailored for different hand sizes and playstyles
• Trusted by pro esports players for precision and reliability

 ZOWIE Gaming Mousepads

• Engineered for consistent stopping power and precise cursor control
• Balanced surface softness for optimal friction and responsiveness
• Designed to support pinpoint aiming accuracy in competitive gaming

Join ZOWIE at AMD GameOn 2025 and discover first-hand why the brand remains the choice of champions in competitive FPS gaming.

Nestlé Purina Petcare, one of the leading voices in pet nutrition, wrapped up the first ever thrilling Unleashed by Purina Pet Tech MeetUp in India, co-hosted by DSG Consumer Partners – in the Silicon Valley of India, Bengaluru.

 The Pet Tech MeetUp event was a bustling gathering, uniting 66 innovative startups with 35 enthusiastic investors. Among the key players in attendance were notable names like Supertails, Absolut Pets, and Smylo.

There were enriching panel discussions featuring global leaders in the pet care space, pet startups and investors. The event also had a section for pitch presentation where shortlisted startups presented their ideas to a panel, with eventually Absolut Pets emerging as the Winner and Smylo as the Runner-up.

In addition to the in-person pet tech meetups, Unleashed runs an annual accelerator for pet-tech startups. It aims to discover, support, and promote innovative startups that leverage technology to enrich the lives of pets and people who love them.

Mr. Manish Tiwary, Chairman and Managing Director, Nestlé India, said, “We remain committed to supporting initiatives that improve the quality of life for everyone – including our pets and pet parents. Unleashed by Purina is a step in this direction where disruptive technology meets the entrepreneurial spirit to unleash the power of nutrition for our furry friends. We are excited to continue this journey and create a lasting positive impact.”

Ms. Kim Bill, Head of Purina Accelerator Labs, said, “India’s pet food and pet care market is entering a transformative phase, and we see immense potential to help shape its future through innovation and purpose-led partnerships. At Purina Accelerator Labs, we’re committed to bringing global expertise and local insights together to deliver meaningful experiences for pets and their families.”

Mr. Hariharan Premkumar, Managing Director & Head of India – DSG Consumer Partners, said, “Petcare is one of the fastest-growing consumer categories in India, with a forecast CAGR of around 25% over the next 5 years. We are witnessing a new generation of pet parents who are informed, discerning, and seeking high-quality nutrition and care for their pets. It’s truly encouraging to see global leaders like Nestlé investing deeply in India’s petcare ecosystem and supporting innovation through platforms like Unleashed.

We at DSG Consumer Partners were delighted to co-host Unleashed with Nestlé Purina in Bengaluru. It reflects the growing collaboration between global incumbents and the Indian startup ecosystem – a partnership that can accelerate the development of a category still in its early innings.

The future of India’s pet care industry is incredibly promising, and together, we hope to help shape it into a world-class market that serves both pets and their parents better than ever before.”

This Durga Puja, Bengals handloom and block-print traditions take center stage with Laal Paar sarees. The Coca-Cola initiative, conceptualised by Ogilvy India, celebrates the skill and legacy of the regions artisans.

Crafted by master weavers from Phulia in Nadia district, a village near Kolkata renowned worldwide for its handloom, and block-print artisans from the suburbs of Kolkata, the sarees honor the classic Laal Paar, the white-and-red attire that has been inseparable from Durga Puja festivities for generations.

 Drawing inspiration from iconic motifs – the fragrant Shiuli flower, which marks the onset of Durga Puja festivities, and the fish, a symbol of prosperity, each design is hand block-printed, preserving a craft that is increasingly rare.

These motifs, which embody the soul of Bengal, are brought to life on the saree, with the Coca-Cola contour bottle adding a contemporary touch to this timeless craft. The generational work of Phulias artisans showcases the creativity and dedication that have sustained Bengals textile heritage.

The sarees are made using a blend of cotton and recycled PET yarn, transforming waste into valuable products. Each piece tells the story of the artisans who bring these fabrics to life, supporting livelihoods while keeping cultural heritage vibrant and relevant in todays world.  

The sarees were unveiled at Ballygunge Cultural Sharbojonin, one of Kolkatas most traditional and renowned Pujo pandals, where club members wore them during the celebrations. They were also presented as gifts to esteemed members of the West Bengal Ministry of Culture.

 Karthik Subramanian, Senior Director Marketing (Coca-Cola Category), India and Southwest Asia, said, Durga Puja is a celebration of tradition, skill, and community spirit. With the Laal Paar Sarees, we are honoring Phulias artisans and supporting livelihoods that extend beyond the festive season. The use of recycled PET yarn alongside cotton turns each saree into a symbol of how heritage and modern responsibility can be woven together. Coca-Cola celebrates festivals in ways that bring people together, and this initiative keeps Bengals craft and joy alive.

Sujoy Roy, CCO, Ogilvy North, said, “Icon meets icon – that was the thought behind the Coke Laal Paar sari. Bengals red and white and Cokes red and white are instantly recognisable on their own, but when woven together, they became something larger, something more meaningful. This one-of-a-kind sari walked into the culture and found its presence on social feeds. Sustainability met tradition, and for a moment, brand and culture became indistinguishable.”

 With the Laal Paar sarees, Coca-Cola puts Bengals handloom and block-print heritage in the spotlight, celebrating the artisans and their craft at the core of Durga Puja.

Cellecor, one of India’s fastest-growing lifestyle and electronics brands, today announced the launch of its latest innovation in the wireless speaker category – COMET CBS-05 Pro, a device where timeless retro charm meets contemporary minimalism.

Designed for the modern lifestyle enthusiast, Comet is more than just a speaker; it is a statement piece for music lovers who want their sound system to reflect a blend of elegant design and powerful performance.

 Meet COMET CBS-05 Pro: Crafted for Sound & Style

Priced at just ₹5,499, and available at Cellecor’s official retail stores, its website, and through retail partners such as BIG C Mobiles Pvt. Ltd., PAI International Electronics Limited, LOT Mobiles Pvt. Ltd., Sonovision Electronics Pvt. Ltd., B New Mobiles Pvt. Ltd., Happy Mobiles Pvt. Ltd., Sathya Agencies Pvt. Ltd., Sangeetha Mobiles Pvt. Ltd., and Celekt Mobiles Pvt. Ltd., the COMET CBS-05 Pro brings more than just music to your space.

Its premium fabric design makes it blend effortlessly into any home or office, adding a touch of style while keeping things functional. And when it comes to performance, the dual tweeters combined with a powerful single driver ensure clear, immersive sound every time you hit play.

The COMET CBS-05 Pro isn’t just another wireless speaker, it’s a thoughtful blend of design, sound, and everyday lifestyle.

 Key specifications include:

• Elegant Fabric Design – A blend of retro-classic and modern minimalism
• 4000mAh Massive Battery – Upto 10 hours of continuous playtime
• Type-C Fast Charging – Stay powered efficiently
• Bluetooth V5.3 – Seamless and stable connectivity
• Dual Tweeter & Single Driver – Crisp, powerful, and detailed sound
• Multiple Connectivity Modes – USB Drive, SD Card, 3.5mm AUX Port, plus 6.35mm wired microphone support for karaoke moments
• 80W Speaker Output – A powerhouse of sound

 With COMET CBS-05 Pro, Cellecor has created a product that not only resonates with the lifestyle aspirations of today’s consumers but also brings them powerful audio technology in a design-first package.

 “COMET is built for those who appreciate style and substance in equal measure. With its premium fabric design, dual tweeter and single driver acoustic system, and wireless connectivity, it is not just a speaker but a lifestyle choice, perfect for cozy evenings, elegant gatherings, or even turning any space into your personal karaoke stage,” said Ravi Agarwal, Co-Founder and Managing Director, Cellecor Gadgets Limited.

 Alongside the launch of the stylish COMET CBS-05 Pro, Cellecor is also ready to introduce party speakers built for music enthusiasts and entertainers.

Sprite, the iconic lemon and lime-flavored beverage, has unveiled a new mealtime ritual with the launch of its latest campaign, Spicy ko de Sprite ka Tadka, a brand idea inspired by India’s enduring love for spice.

Built around a fizzy spice-Sprite-spice loop, the campaign positions Sprite as a perfect partner to spicy food, enhancing the consumer experience by cutting through heat and unlocking more flavor in every bite.

 In an entertaining brand film, youth icon and Sprite brand ambassador, Sharvari enters a lively restaurant, where Comedy King Sunil Grover playfully slips into a series of personas, each unveiling increasingly spicy dishes.

With every crescendo of spice, Sprite arrives, giving spicy lovers the choice to enjoy the thrill of each mouthful of spice, sip after sip. Through humour and sensory play, the film shows that Sprite’s crisp, effervescent taste doesn’t just complement spicy, it elevates every bite, giving consumers a zestier way to enjoy their favourite dishes.

 Sumeli Chatterjee, Vice President – Marketing, Coca-Cola India & Southwest Asia, said, “India’s love for spicy food runs deep, but what’s remained largely untapped is to pair it with the right kind of beverage. That’s where Sprite naturally steps in. The crisp, lemon-lime twist doesn’t just cool you down, it elevates the whole spicy food experience. With ‘Spicy ko de Sprite ka Tadka’, we are tapping into this fun pairing and creating a new space for Sprite, beginning a long-term connection we believe will resonate deeply with the Gen Zs.”

 Sharvari added, “Sprite has nailed it yet again with the ‘Spicy ko de Sprite ka Tadka’ campaign that is fun and relatable. What I really love is how Sprite always comes up with clutter-breaking campaigns that feel fresh and exciting every single time. As a brand, Sprite always aims to connect with Gen Zs and this Ad film is another perfect example of that. The whole idea of pairing spicy food with Sprite makes the taste even better. I can’t wait for everyone to try this combination already.”

 Sunil Grover shared, “For me, a great meal is all about the experience, and this campaign really gets that. I can’t say no to spicy food and pairing it with Sprite just feels right. Shooting the ad was so much fun and love how Sprite has spiced it up, literally.”

 “India’s love affair with spice is legendary, and for Gen Z, it’s a badge of honour” said Sukesh Nayak, Chief Creative Officer, Ogilvy India. “We saw an incredible opportunity to connect with that passion in a completely new way. ‘Spicy ko de Sprite ka Tadka’ isn’t just a campaign, it’s an invitation to embrace the thrill of spice like never before.”

 As part of the campaign, Sprite is collaborating with popular food and snacking brands including Ching’s, Masterchow, Bingo, Jolochips, Wow! China, and Too Yumm.

This will entail engaging activations, and co-branded experiences, further amplifying Sprite’s role as the perfect companion for spice. Because when spice takes over, there’s only one way to enjoy it with Spicy ko de Sprite ka Tadka.