With the mercury levels rising, Limca is trying to add a dash of freshness to the summer with the launch of its latest communication for 2012 – ‘Pyaas Badhao’. Kareena Kapoor has been roped in to endorse the new campaign created by Leo Burnett that won the creative mandate for the brand recently.
Making a comment that we generally get very complacent and satisfied with what we have achieved in life, the latest communication by Limca aims to inspire its consumers to push themselves, get even more 'thirsty' in whatever they do, and emerge as winners.
“Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, Pyaas Badhao, takes it to the next level. It says first increase your thirst and then quench it with Limca! We feel this will be inspiring and stimulating for our consumers. We have explored a more meaningful take on ‘freshness’ this time, going beyond instant satiation to a life changing, inspiring force,” said Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia, in an official release.
The TVC has retained the characteristic feel of Limca, adopting a light-hearted yet sincere tone, instead of taking a preachy route.
“Kareena Kapoor joins the brand as the new ambassador in propagating this message to its consumers. She symbolises this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly. Being an achiever in her own right, she carries our new message with immense credibility,” added Ahluwalia.
In-addition to leveraging TV, the integrated communication initiative will also include OOH, radio, digital media and on-ground events in key Limca markets.
The campaign has gone on air from April 22. It has been conceptualised by Leo Burnett led by Executive Creative Director, Nitesh Tiwari. Nikhil Rao directed the campaign while it was produced by Jamic Films.
Commenting on the film, Tiwari of Leo Burnett said, “Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand’s persona. The new ‘Pyaas Badhaao’ campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account and we were really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the ‘Pyaas Badhaao’ tagline.”