MUMBAI: Sprite is turning up the heat, and this time there is more on the menu than a chilled can. Coca-Cola’s lemon-lime beverage brand has entered the game-show space with Sprite Truth & Spice, an eight-episode digital entertainment series built around spicy food, celebrity chemistry, playful challenges and conversations that aim to keep things suitably unscripted.
The series marks Sprite’s first foray into the game-show format and extends its long-running association with spicy food into the world of celebrity entertainment and pop culture. Rather than treating spice simply as a food pairing, the format uses it as the trigger for challenges, confessions and interactions between celebrity and creator duos.
The series brings together eight pairings from entertainment, sport and the digital creator ecosystem. Comedian Aaditya Kulshreshth, popularly known as Kullu, teams up with travel creator Larissa D’sa, while digital creator Shreya Kalra is paired with Rishabh Jaiswal.
Indian cricketer Arshdeep Singh features with Samreen Kaur, while music producer and singer-songwriter Garv Taneja joins Nandini Nayal, known as Gini. Actors and dancers Shantanu Maheshwari and Shruti Sinha also take part in the format.
The line-up further includes Varun Sood and Vihaan Samat, stand-up comedians Swati Sachdeva and Gurleen Pannu, and Nayani Pavani with Mehaboob Dil Se. The mix gives the series a deliberately varied cast, bringing together actors, comedians, creators, a sportsperson and music talent rather than relying on a single celebrity category.
At the centre of the format is a familiar truth-or-dare-style dynamic, but with spice providing the extra sting. Participants take on spicy dishes while navigating challenges and candid conversations, creating situations where the food becomes as much a part of the entertainment as the questions and games.
The format is designed around the idea that spicy food can be a social experience rather than simply something to eat. By combining food reactions with unfiltered interactions, Sprite is using the format to create moments that can travel beyond the episodes into clips, creator content and social conversations.
Sumeli Chatterjee, category head – Sparkling Flavours, Coca-Cola India and Southwest Asia, said Sprite’s lemon-lime taste has long been associated with spicy food. She said Truth & Spice takes that association into entertainment by combining truth-or-dare elements, card-game inspiration and spicy food with Sprite and Sprite Zero at the centre of the experience.
The series also brings a dating and social discovery angle into the mix through a partnership with Tinder. Two episodes will be presented in association with the platform, with the collaboration built around connection, conversation and shared experiences.
That partnership adds another dimension to a format already built around strangers or personalities getting to know each other through games and food. Instead of treating the brand integration as a conventional advertising break, Tinder becomes part of the entertainment format itself across the two episodes.
The season trailer has already been released, with episodes scheduled to roll out weekly from 17 September to 5 November 2026. The series will be available on Sprite’s YouTube channel, with creator collaborations and social-first content supporting the weekly releases across Sprite and partner digital channels.
The weekly structure also gives the campaign a longer digital life than a one-off branded film. Each episode can generate its own set of moments, reactions and conversations while allowing the celebrity pairings and challenges to build familiarity over the course of the eight-episode run.
For Sprite, the move reflects a broader shift from using entertainment simply as an advertising backdrop to creating entertainment formats of its own. Truth & Spice puts the brand’s familiar territory of spicy food into a setting where celebrity personalities, creators and unscripted interactions can carry the story.
The result is a format where the heat comes from more than the food. With eight episodes, eight pairings, weekly releases and a Tinder partnership woven into two episodes, Sprite is betting that the recipe for digital engagement can be equal parts spice, surprise and conversation.
