Coca-Cola India launches Charged Pro with a hand-drawn anime campaign by WPP Open X, Ogilvy Gurugram, and Hungry Films. Set in Varanasi, the film rejects CGI, showcasing speed, creativity, and cultural remix. It positions the energy drink as a bold, crafted statement for India’s youth.
Coca-Cola India has unveiled a bold new campaign to launch its energy drink Charged Pro, tapping into the cultural zeitgeist with hand-drawn anime that feels unmistakably Indian. Created by WPP Open X, led by Ogilvy Gurugram, and Hungry Films, the campaign speaks directly to a generation wired for speed, sharp reflexes, and remixing culture on their own terms.
The film follows a young creator whose sip of Charged Pro transforms his sketchbook into a portal. Suddenly, he is propelled into a hand-inked Varanasi, dodging buffaloes, snatching a falling can mid-air, and racing through streets rendered with anime speed yet grounded in local authenticity. The creative choice to eschew CGI and shortcuts underscores the campaign’s ethos: every frame earned, every detail hand-crafted.
By blending anime’s kinetic energy with India’s vibrant textures, Coca-Cola positions Charged Pro as more than just an energy drink—it becomes a cultural statement. The campaign’s refusal to rely on digital trickery highlights a commitment to artistry and resonates with young audiences who value originality and craft. It is a daring fusion of global storytelling techniques with Indian identity, designed to energise both body and imagination.
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