Ropes in Shraddha Kapoor and NANI showcasing diverse ways to savour the beverage
Delhi, 22nd August 2023 – Minute Maid Pulpy Orange, the Coca-Cola Company’s fruit juice brand, is
excited to announce the launch of its latest television commercial "How do you pulp it?". The brand
is an ultimate orange indulgence with its unmatched fusion of real orange juice and zesty orange
pulp. The film showcases multiple ways of consuming pulpy orange such as Gulp it, Slurp it and Chew
it while savouring the delightful abundance of pulp. The TVC highlights its intrinsic credentials of
containing real orange pulp that adds texture and enhances the overall drinking experience. With
every sip, consumers can enjoy the delightful sensation of the pulpy goodness, creating a unique and
satisfying mouthful experience.
Conceptualised by Ogilvy, the TVC showcases multiple ways in which Minute Maid Pulpy Orange can
be enjoyed, emphasizing on the sheer pleasure that comes with every gulp of the refreshingly pulpy
orange juice through the catchy ‘Chew it? Gulp it? Slurp it? How do you pulp it?’ For the first time
ever, the brand has roped in influencers like Shraddha Kapoor and NANI, to capture the essence of
the unique product while portraying the joy and satisfaction experienced by consumers.
Commenting on the campaign, Ajay Konale, Director – Marketing, Nutrition category, Coca-Cola
India and Southwest Asia, said, “We are incredibly excited to launch the new campaign to celebrate
the abundance of real orange pulp in Minute Maid Pulpy Orange, offering consumers a delightful and
immersive way of savouring the refreshing beverage. Shraddha Kapoor's energetic presence and
NANI’s vibrant & dynamic personality perfectly complements the brand.”
"I am elated to be a part of the Minute Maid Pulpy Orange campaign 'How do you pulp it?' to
showcase the joy and deliciousness that comes with every sip of Minute Maid Pulpy Orange. The pulp
adds a unique and refreshing twist, making it a truly immersive and mouthful experience. I invite
everyone to embrace the different ways to enjoy the beverage and indulge in the pulpy goodness,”
said Shraddha Kapoor.
This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP. Commenting
on the creative insight behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India
says “Minute Maid Pulpy Orange gives an immersive experience that no other orange juice offers,
and therefore we all experience the product in our unique way. To establish this thought we’ve
crafted a simple, direct and catchy campaign targeted towards a younger audience. And, with
Shraddha Kapoor’s presence the campaign’s tonality is vibrant, fun and refreshing – just like our
brand.”
The TVC will be aired on leading television channels and will be amplified through various digital
platforms and social media channels.
Furthering the celebrity endorsement Minute Maid Pulpy Orange will also invite consumers to share
their own experiences and creative ways of consuming the juice by scanning QR code on the pack,
and creating interesting AI based engaged with Shraddha Kapoor, showing the world how do they
pulp it. The brand aims to foster a sense of community and encourage individuals to celebrate the
pulp-filled goodness of their favourite orange juice.