Highways that criss-cross the country are India’s lifeline, and Limca is out to travel along this lifeline in a bid to strengthen its pan-India presence. The soft drink brand has embarked on an OOH initiative that aims to create a connect with consumers around travel channels, including highways, dhabas and the back panels of trucks.
The brand’s main proposition of ‘Limca – Fresh Ho Jao’ has been conceptualised by O&M’s Titus Uppurturu and Jitendra Kaushik.
As part of the initiative, an agreement has also been signed with the Truck Owners Welfare Society, a body working for the welfare of the trucking community. As part of the agreement, 1,000 trucks plying on highways would sport ‘Truck Art’ form carrying the ‘Limca – Fresh Ho Jao’ message while traversing through the nooks and corners of India. Creative taglines like ‘Taaza, Ok Please’, ‘Taazgi Disha Is Taraf’ and ‘13 Mera 7 Taazgi Ki Baat’ have been specially conceptualised to be put on truck backs.
Similar clutter breaking communication would also be seen on Limca hoardings on highways and in dhabas to reach out to consumers, especially in North India. Some of the other travel specific messaging being put up on highways and in dhabas includes ‘Freshness Ka Akhri Stop - Limca’, etc.
Commenting on the OOH initiative, Venkatesh Kini, VP-Marketing Coca-Cola India, said, “The ‘Limca - Fresh Ho Jao’ communication for the summer is all about the need to stay refreshed while traveling. The challenge was to break through the clutter and innovatively communicate this unique proposition. That is when the whole idea of leveraging the OOH media was conceptualised. The plan includes using 1,000 trucks traversing the nooks and corners of India as mobile messaging media. Additionally, specially adapted communication messaging has also been developed to be put along highways and road side eateries. I am confident that consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting.”
Kultaran Singh Atwal, President, Truck Owners Welfare Society, said, “We are delighted to be part of such a unique initiative involving 1,000 trucks of our members. It is good to see due importance and recognition being given to Truck Art form. Traditionally, Truck Art has been used by truck drivers as a means to personalise their trucks and also to avoid accidents on highways. With changing times, I am glad that Truck Art has got its due with brands like Limca promoting its freshness message through this innovative and untapped medium.”