Limca, the soft drink from Coca-Cola India, which claims an 11 per cent share of the carbonated soft drinks market in India, is being re-launched with a new positioning - "Mazaa Taazgi Ka" - with model Deepika Padukone as its brand ambassador. It is a shift from being a 'thirst quencher' to the 'joy of freshness' platform.
A spokesperson from Coca-Cola India said, "All brands need to evolve with time and we wanted to highlight some more aspects of Limca's brand identity. Armed with interesting highlights from a consumer research report, we decided to focus on the joy of freshness."
The soft drink's new positioning will be communicated through an integrated marketing and communications campaign. A TVC featuring Deepika Padukone has been created drawing a parallel between a sip of Limca and the cool fresh summer drizzle. The soft drink had earlier worked with Sonali Bendre as its brand ambassador.
"Limca is a brand which is really growing fast. It is the country's largest non-cola brand and we expect it to grow further," said the spokesperson, while refusing to divulge the budget allocated for the campaign. "We'd be taking the point of sale, TVC and outdoor route, and even print in some areas," he added.
Ogilvy & Mather has conceptualised the campaign, the TVC for which has been directed by Prakash Verma of Nirvana Films. The TVC will be aired on key national channels from this month.