Top Story

e4m_logo.png

Home >> Advertising >> Article

Limca unveils new brand campaign with a ‘fresh’ appeal

04-April-2006
Font Size   16
Share
Limca unveils new brand campaign with a ‘fresh’ appeal

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.”

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends