Film opens on what looks like a couple having sex in an office, only we realise in the end that the girl was quenching her thirst with a Sprite.

Sprite in India is a youth brand which always takes potshots on popular culture. In India MMS is synonymous with sexual clippings. Many such videos have incited public curiosity and fuelled controversy. The youth in India is into sharing these clips via blutooth and other technologies. So we decided to do a take on such video clippings, and circulate it amongst our target audience.The youth (18 -25yrs) in the metros.

This year we shot a film and made it look like a sleazy MMS. In hindi, Pyaas (thirst) can be used for - parched throat or lust So the creative pun on the word pyaas goes very well with the MMS feel. Just when the viewer curiosity gets aroused, 'anti-climax' happens: The girl shows a sprite bottle and says "nothing quenches her thirst better than a Sprite."

The clip in the MMS format has become a craze amongst the target audience in the metros. For the first time mobiles have been used as a direct marketing tool. And how. The client is using this as an example to showcase best practices and the best use of technology and direct marketing within the Coca Cola company, world over.