The Coca-Cola Company has launched Charged Pro in India with a hand-drawn anime film that blends Japanese animation techniques with Indian street culture, sketches, and high-energy storytelling.
Conceptualised by WPP OpenX in partnership with Ogilvy Gurugram and produced by Hungry Films, the campaign adopts the traditional cel animation method, layering translucent sheets and hand-inked drawings to create a textured, frame-by-frame visual narrative.
Watch the campaign here:
The film follows a young artist obsessed with anime who, after taking a sip of Charged Pro, is transported into an illustrated world inspired by Indian streets. Set against a stylised Varanasi backdrop, the story captures moments of speed and reflex as the protagonist navigates crowded lanes, flying cricket balls, bamboo scaffolding, and bustling everyday chaos—mirroring the exaggerated physics and emotional intensity of anime.
Through this approach, the brand attempts to create an Indian interpretation of anime storytelling, combining hand-drawn craft with culturally familiar settings to introduce Charged Pro to a generation living fast-paced, high-energy lives.
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 anime film positions Charged Pro as a beverage aimed at Gen-Z consumers seeking energy, alertness, and focus, using a craft-driven storytelling approach that blends nostalgia with contemporary youth culture.
