'Thodi aur Pyaas Badhao' says Kareena Kapoor for Limca

The new summer campaign conceptualised by Leo Burnett takes the 'Pyas Badhao' communication a step further

BestMediaInfo Bureau | Delhi | April 18, 2013

As the scorching summer set in, Limca is all set to infuse a high dose of enthusiasm, vigour and freshness with its 2013 summer campaign. The vivacious and effervescent Limca brand ambassador, Kareena Kapoor, urges consumers shake away complacence and strive for bigger and better things in life in the new communication that takes forward the idea of 'Pyaas Badhao'.

Through this communication, conceptualized by Leo Burnett India, brand Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner. The campaign, while retaining the quintessential zest and friendliness of Limca, also sends forth an inspiring social message – urging its consumers to increase their aspirational thirst and push their limits to move up in life.

Talking about the new campaign, Anupama Ahluwalia, VP - Marketing, Coca-Cola India, said, “This year's communication takes the idea of 'Pyaas Badhao' further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with brand Limca. The messaging is simple – it motivates people to dream for more and put in the effort to realise their aspirations. Our focus is to stimulate the 'go-getter' spirit in one and all. People should be encouraged by the TVC to 'Pyaas Badhao' and aspire for more and work towards realising their dreams.”

In the new campaign, Kareena Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances. The campaign encourages the youth to step out of their comfort zones, and not settle down till one achieves what s/he aspires for.

Kareena Kapoor said, "I am very excited about my continued association with brand Limca. The new TVC has a unique love angle, which makes it more special. The TVC will see me motivating a young guy to express his feelings to the girl he loves and not just sit back. The new Limca campaign is a very encouraging one that would connect well with the youth – and I am enthused by the fact that I am the torchbearer of this inspiring message”.

The film opens on Kareena sitting with a guy on a bench in a college. Kareena notices a beautiful girl passing by and the guy looking lovingly at her. Kareena teases the guy about his untold love for the girl, and the guy shyly brushes the feeling off. Kareena paints a picture in front of him and the film enters a dream sequence. Kareena is part of the dream sequence along with the guy. The dream sequence shows a cunning looking guy whisking away the girl of the protagonist's dream. We then see Kareena motivating the guy and telling him, “Tum na thodi pyaas badhao…warna teri maina koi kauwa uda le jaayega”, and offers him a bottle of Limca. The guy, after having the Limca, experiences a wave of freshness and is motivated to pursue the girl of his dreams.

Commenting on the film, Nitesh Tiwari said, “This is a new round of communication based on the 'Pyaas Badhao' ideology and we are very excited about it. The ad extends Kareena's role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them.”

The refreshing communication has been led by Leo Burnett's NCD Nitesh Tiwari, and has been directed by renowned director Sainath Choudhary and produced by Vishnu Purple Films. In addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.

The TVC:

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