Cashing in on its signature "Chalo Apni Chaal" punchline, Sprite from the Coca-Cola stable has started "Teen Till I Die", a nationwide digital campaign aimed at inviting experimental creations across four genres: music, dance, art and stand-up comedy.

In Kolkata, for example, the company is reaching various colleges and call centres and outsourcing firms to amplify the activity.

"There is no stage. There are no norms, just pure innovation and entertainment. Forget about how it should be done and show us your own moves," reads the tagline of the campaign which began on September 1 and would end on September 30.

Entering the contest is easy. Participants just have to shoot their video and upload it on the official website.

They will then be judged by an eminent panel comprising music directors Salim and Sulaiman, comedian Vir Das, choreographer Terence Lewis and Daku, one of the country's first street graffiti artists.

The judges will nominate five entries from each category which would then be shared on social networks and opened for public voting.

The winners will not only get a chance to be visible all through the month on Channel V but also do the opening act at two of India's biggest college festivals, IIT Delhi's Rendezvous and IIT Mumbai's Mood Indigo.

There is also the "Chaal of the day" where the most popular video of the day will be awarded.


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