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Limca joins the festival bandwagon; unveils ‘Freshness of emotions’ campaign

09-October-2008
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Limca joins the festival bandwagon; unveils ‘Freshness of emotions’ campaign

Riding the festive season wave, Limca has launched its latest communication initiative pegged on the ‘freshness of emotions’ platform. The initiative, which features model-actress Sushma Reddy, underlines the ‘water like freshness’ of Lime ‘n’ Lemony Limca, complimented with a new dimension of freshness in human emotions.

The latest marketing initiative has been conceptualised by Ajay Gahlaut, Group Creative Director, O&M Delhi. The TVC has directed by Shashank ‘Bob’ Chaturvedi of Good Morning Films. It moves on to an emotional platform, touching on the psyche of young adults, who are extremely passionate about success and accolade. At the same time, they also look out for ways to infuse freshness, fun and romance into their lives.

Srinivas Murthy, General Manager - Marketing Flavors, Coca-Cola India, explained, “The latest Limca communication initiative takes the earlier idea of ‘water-like freshness’ to an emotional platform targeting young adults. The latest communication is the result of the key consumer insight, which is the desire to rejuvenate one’s emotions which are constantly being ignored in the regular pursuit of success. And Limca as a brand stands for refreshment and rejuvenation, both physically and emotionally, also given its heritage of ‘Lime n’ Lemony’ freshness.”

The integrated communication plan also focuses on out-of-home media complimented by a range of on-ground initiatives, including road shows and contests across all key markets.

The communication revolves around a working couple who has a regular routine-filled day and is on their way to office. Suddenly, their car breaks down in the midst of a sunny working day. They continue to be more worried about their work and routine. The young man gets a couple of bottles of Limca to quench their thirst. As soon as the girl takes the first sip of Limca, she experiences ‘water-like freshness’, which refreshes her not only physically but also spurs her to indulge in carefree, childlike play, and brings back fun and romance into the couple’s lives.

Commenting on the creative challenge, Ajay Gahlaut said, “It was a tough but enjoyable endeavour to try and capture how Limca’s water-like freshness could turn a jaded and mechanical relationship into one filled with fun and romance. We are quite thrilled with the final outcome and are sure it will strike a chord with the consumers.”

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