SPRITE TEJAS EXPRESS: A REFRESHING JOURNEY ON RAILS

Sprite has partnered with IRCTC to launch the Sprite Tejas Express on the Lucknow–New Delhi–Lucknow route. Featuring branded coaches, onboard merchandise, and a food bundle with Wow! Momo, the initiative highlights Sprite’s role as a companion to spicy meals. Sustainability efforts included recycled PET flags and plastic benches.  

Sprite has taken its brand presence to new tracks with the launch of the Sprite Tejas Express, a collaboration with the Indian Railway Catering and Tourism Corporation (IRCTC) on the Lucknow–New Delhi–Lucknow route. The initiative marks a striking blend of branding, consumer engagement and sustainability, positioning Sprite as more than just a beverage but as a travel companion.  

Five coaches of the Tejas Express have been wrapped in Sprite’s vibrant branding, creating a bold visual identity that will run for six months. Passengers aboard the train are treated to Sprite merchandise, reinforcing the brand’s playful and refreshing appeal. To further enhance the journey, Sprite has partnered with Wow! Momo to curate an onboard food bundle, underscoring the drink’s role as the perfect partner to spicy meals. This collaboration taps into India’s love for bold flavours, ensuring that Sprite is not only seen but also experienced in a memorable way.  

The launch ceremony carried a strong sustainability message. A specially designed flag made entirely from recycled PET bottles was unveiled, symbolising Sprite’s commitment to circularity and responsible consumption. Complementing this, benches crafted from recycled plastic were installed at Lucknow railway station, offering a tangible reminder of the brand’s eco-conscious ethos. These gestures reflect a growing trend among global brands to integrate sustainability into high-visibility campaigns, ensuring that consumer engagement is paired with environmental responsibility.  

By choosing the Tejas Express, Sprite has aligned itself with one of India’s most modern and premium train services, amplifying its association with youthful energy and convenience. The campaign not only strengthens Sprite’s visibility but also demonstrates how beverage brands are increasingly seeking immersive platforms to connect with consumers beyond traditional advertising.  

The partnership with IRCTC also highlights the evolving role of Indian railways as a canvas for brand storytelling. With millions of passengers travelling daily, trains offer unmatched reach and engagement opportunities. For Sprite, the Tejas Express becomes a moving billboard, a dining table and a cultural touchpoint all at once.  

As the train journeys between Lucknow and New Delhi, passengers will encounter Sprite in multiple dimensions—visual, experiential and culinary. The initiative is a refreshing example of how brands can weave themselves into everyday experiences, turning a routine journey into a lively, flavourful and sustainable adventure.