Sprite has partnered with the Indian Railway Catering and Tourism Corporation (IRCTC) to launch the Sprite Tejas Express, taking the brand into the rail travel category as part of a new consumer engagement initiative.
The train will operate on the Lucknow-New Delhi-Lucknow route for six months from August 2026. Five coaches will carry Sprite branding on their exteriors, while the train will be announced as the Sprite Tejas Express at originating and en route stations. The partnership extends to the onboard passenger experience, with Sprite included in food bundles. Passengers will also receive product samples and merchandise, with further brand activations planned during the association.
Abhishek Gupta, Vice President, Customer Development, Coca-Cola India & Southwest Asia, said, “We congratulate IRCTC on this innovative partnership and an important milestone for travel experiences in India. At Coca-Cola, we continue to explore collaborations that can unlock new avenues for growth and create shared value. Our association with IRCTC reflects our commitment to building long-term customer relationships and expanding our presence across the travel ecosystem. With the Sprite Tejas Express, we are bringing Sprite’s refreshment and creating a more engaging experience for travellers.”
Ajit Kumar Sinha, Chief Regional Manager, Lucknow Division, IRCTC said, “At IRCTC, we continuously look at opportunities to enhance the passenger experience across our premium train services through relevant partnerships and initiatives. Our association with Sprite on the Tejas Express brings an established consumer brand into the travel environment through an integrated onboard experience. We look forward to making the journey more engaging for passengers travelling on the Lucknow–New Delhi route.”
The Delhi-Lucknow corridor gives Sprite access to business, leisure and family travellers across two key markets, allowing the brand to integrate its product into a high-frequency travel occasion. Sustainability has also been incorporated into the activation. Station benches made from recycled plastic will use approximately 45 kg of post-consumer packaging waste each. The flag used for the launch was also made from repurposed PET bottles. The initiative expands Sprite's experiential marketing strategy by using rail travel as a platform for product sampling, branding and consumer engagement.
