New Delhi (PTI): Soft drinks giant Coca Cola has launched a new campaign for its lime brand Sprite offering free talk time worth Rs 1.5 crore for customers using mobile phones.

Coca Cola has tied up with leading mobile service providers in the country to touch 230 million mobile phone users, both prepaid and postpaid subscribers.

"Sprite's 2008 summer campaign 'Seedhi Baat, No Bakwaas, Clear Hai!' is all about engaging the youth in a simple, honest and straightforward manner.

"Independent research reports have shown, the youth continue to be the largest users of prepaid mobile phones in the country," Coca-Cola India VP Marketing Venkatesh Kini said in a statement.

He said the company has designed the initiative to connect and engage with the youth. Backend of the entire digital mobile initiative, is powered by tech partner Oxigen, which would interface with mobile service operators to distribute 'free talk time' to the sprite consumers located anywhere in India.

The technology innovation will enable distribution of free talk time ranging from Rs 50 to Rs 5,000, every hour from 10 am10 pm everyday for the next two months, till July 4, 2008. On a random basis, every 21 consumers of sprite will benefit from the offer, he said.

As per the scheme, consumers will have to SMS a 9 digit alpha numeric code found under the crown of all Sprite bottles to get an automated reply with unique code that they can use to win free talk time.

In addition, a consumer also gets a WAP link to download latest music vides, movie clips, games wallpapers, ring tones and other contents.