After the ‘Thande Ka Tadka’ campaign, Coke is now concentrating on Limca, which is one of the largest carbonated soft drink brands in the lemon category. The cola major has launched a new brand campaign – “Limca Fresh Ho Jao”.
Conceptualised by Anindya Banerjee of Ogilvy and Mather and directed by Ravi Udyawar of Ravi Udyawar Productions, the commercial will be aired across all leading television channels from April 5 onwards.
Presenting the lime ‘n’ lemony message in a refreshing manner the new 40-second commercial will be aired during the India-England cricket series on Doordarshan and Sahara One, featuring actress Riya Sen.
The TVC, which showcases a montage of people drinking Limca, highlights how their experience with the soft drink takes them to imagine the freshness of water surrounding them. They start feeling water and coolness surrounding them taking away the heat and sultriness of the summer.
The new ‘Limca Fresh Ho Jao’ campaign is a natural progression from the earlier ‘Mazaa Taazgi Ka’ campaign of 2005. With ‘Mazaa Taazgi Ka’ the brand positioned itself as a ‘freshness’ brand. The new campaign will carry forward the same message to further establish Limca as the provider of freshness, energy and fun.
Vikas Gupta, Vice-President, Marketing, Coca-Cola India, said, “The new Limca ‘Fresh Ho Jao’ campaign aptly expresses the feeling of youthfulness and freshness. The message and the entire visualisation of the campaign effectively captures the revitalizing freshness offered by Limca to its consumers.”