Charged Pro is more than just another beverage. It is a super soda for the generation that needs to be super charged – to stay alert, focused and dominate, not just participate, in all aspects of their lives. The drink gives a powerful kick to the ambitious, socially dynamic gen-z who live a fast-paced life that’s full of hustle.
To launch Charged Pro in India, The Coca-Cola Company chose to slow the clock, dip a brush in ink, and draw every heartbeat by hand. Conceptualized by WPP OpenX in partnership with Ogilvy Gurugram, along with the production house Hungry Films, the team came together with an ambition that went beyond creating just a film or a piece of content for the launch. It was about building an Indian counterpart to anime, frame by painstaking frame, where speed comes from craft and is visible in the line work itself.
The team embraced the age-old cel animation technique, layering translucent sheets, hand inking expressions, and choreographing motion the long way. Each drawing carried the romance of imperfection: trembling strokes, dramatic speed lines, eyes widening with operatic intensity. Instead of borrowing from elsewhere, the artists asked a thrilling question. What would anime feel like if it grew up on Indian streets?
The answer begins with a young creator lost in his sketchbook. He loves anime, worships its heroes, and draws obsessively. Reality hums around him. He takes a swig of Charged Pro. The world tilts. Paper becomes portal.
Suddenly he is rendered in bold contours, hair sharpened by velocity, limbs tuned like coiled springs. He lands inside a kinetic, illustrated Varanasi where ghats rise like panels and alleyways slice like gutters between frames. A can slips. Gravity makes its move. Our newly minted hero answers faster. In a blink, he snatches the falling Charged Pro, stunned by reflexes that arrived without warning.
Power demands a playground. He darts ahead, threading past potholes, slipping through bamboo scaffoldings, plucking a flying cricket ball from chaos, bowing and weaving around territorial buffaloes. Every escape is elastic, a love letter to the heightened physics of the form. Momentum carries him to a quiet reveal. The girl he has been drawing stands before him, no longer graphite but gaze, smiling inside the world he once imagined.
Sobhanjeet Rath, Senior Director, Emerging Categories, Coca-Cola India and Southwest Asia said, “Charged Pro represents readiness in the decisive moment, and we wanted the launch to express that visually. Anime gave us a format built on speed and reflex, which aligned naturally with how the brand shows up. Choosing hand-drawn animation and real Indian settings brought effort, texture, and immediacy into the storytelling. That combination shaped a launch that feels deliberate, distinctive, and true to Charged Pro.”
Sujoy Roy, Chief Creative Officer, Ogilvy North, puts it this way, “We loved the thought that a sip could become a gateway. Anime is about aspiration exploding into action. By reimagining it with Indian texture, streets, and serendipity, we let Charged Pro unlock the hero our protagonist had already been sketching inside himself.”
The result is a rush of nostalgia and novelty at once, a hand-drawn sprint where imagination takes the lead and the story outruns the border between page and possibility.
Credits:
Credits for Social platforms:
Ogilvy:
Chief Creative Officers, India: Sukesh Nayak, Kainaz Karmakar, Harshad Rajadhyaksha
Chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
President and Head of Office – Prakash Nair, Ogilvy Gurugram
Chief Creative Officers, Ogilvy India (North): Sujoy Roy and Nitin Srivastava
Head Of Consulting India and Head of Strategic Planning Ogilvy North – Neeraj Bassi
Creative Team: Tanisha Sharma & Srishti Jain
Account Management Team: Atif Rahaman, Priyanka Walia & Kritika Vasan
Planning Team: Radhika Burman & Abhisek Patnaik
Client – The Coca-Cola India
Brand – Charged Pro
Greishma Singh – Vice President, Marketing, INSWA OU
Sobhanjeeth Rath – Sr Director, Marketing, Emerging Categories
Aabir Chaterjee – Director, Emerging Categories
Tanmay Srivastava – Manager, Emerging Categories
Production House: Hungry Films
Director: Vijay Sawant
Producer: Dharam Valia
Music Director and Lyrics: Subhajit Mukherjee and Pratika Prabhune
Credits for Print:
Team Ogilvy
Client: The Coca-Cola India
Production House: Hungry Films
