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Limca rides the refreshing wave of emotions

Limca rides the refreshing wave of emotions

Author | exchange4media Mumbai Bureau | Friday, Oct 09,2009 8:17 AM

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Limca rides the refreshing wave of emotions

Riding on a refreshing wave of emotions this festive season, Limca has launched its TVC, titled ‘Doobo Taazgi Mein’. The latest communication takes the idea of ‘Freshness of Emotions’ forward by inviting people, who while in pursuit of success and living life’s routine have lost the joy of spontaneity in their life. The TVC broke across entertainment channels on October 8, 2009.

The initiative communicates the idea of treasuring life’s moments with loved ones over a bottle of Limca. The initiative leverages the ‘water like freshness’ of Lime ‘n’ Lemony Limca to appeal towards freshness in an exotic way. The communication calls upon breaking away from the monotony of life and steal those blithe moments of bliss, fun and romance.

I Srinivas Murthy, Director - Marketing, Coca-Cola India, explained, “The latest Limca communication initiative takes the earlier idea of ‘water-like freshness’ and emotional rejuvenation to a next level by using water as a key aspect to freshness. The new Limca ‘Doobo Taazgi Mein’ campaign has been designed to capture the whole thought of freshness in a bottle that transports you to a cool, rejuvenating, and magical world. Limca as a catalyst takes one to a world of freshness, which is both transformational and uplifting, breaking away from the monotony of life to greater heights of refreshment.”

In addition to leveraging mass media, the integrated communication plan to also includes a range of activities such as out-of-home, radio and on-ground initiatives across all key markets.

The OOH creative has been conceptualised keeping in mind the need to communicate freshness and emotional rejuvenation even in a static medium. The vibrant interplay of light and colours with the soothing feel of water is the dominant themes. The 3D Limca logo adds to the look and feel of the design. An innovative option with actual use of water on outdoors (using acrylic design) will be executed across the key markets. For instance, at bus stops, there will be a hoarding with water filled acrylic sheets and 3D Limca Logo floating in it to give it a dimension of freshness. At shopping malls, there will be aquarium-shaped glass box which will be kept to give an effect of waves.

The TVC shows a young couple in a spectacular though pallid studio apartment, sitting totally jaded in a dreary afternoon. As soon as the girl takes a sip from Limca bottle, she experiences ‘water like freshness’ and finds her surroundings gradually filling with water. The Limca bottle and its water-like freshness spark off moments of playful romance between the couple. Together they swim around amidst the floating piano and music notations, mischievously playing a sensual game around the Limca bottle. The film closes as the Limca gets over and the water also disappears. The couple steps out of the water and cherishes the imaginative pleasure of the Limca moments. The communication ends with the words ‘Doobo Taazgi Mein’ (a plunge into freshness), promising freshness that rejuvenates life.

Commenting on the creative challenge posed by the latest communication initiative, Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, said, “The challenge was to add a new dimension to freshness by making it more energetic and buoyant. It was interesting to take the idea of water-like freshness of Limca forward and capture how a bottle of Limca magnetises and helps break away from the milieu of jaded monotony of life into blissful moments of joy. In the latest campaign – ‘Doobo Taazgi Mein’ – we have literally submerged the entire story in the water to bring out the core thought of water-like freshness that Limca stands for. The surreal feel in the campaign has really come out well in the film and I am sure that with the foot taping jingle of the communication will definitely strike a chord amongst the young adults today.”

The TVC has been conceptualised by the Ogilvy & Mather team comprising Ajay Gahlaut; Vikas Chenjong, Creative Director (Copy); and Basabjit Majumdar, Creative Director (Art). The TVC has been directed by Shashank Chaturvedi of Good Morning Films, while the music has been composed by Dhruv and Ashu. The lyrics have been penned by Swanand Kirkire of ‘Hazaroon Khwahishen Aise’ fame. The post production work has been done by Singapore-based VHQ.

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