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'Limca pi li na guru – phir ho ja shuru'

In a commercial, conceptualized by Leo Burnett, the aerated cool drink reasserts its brand positioning as a “thirst quencher”, but with a dash of humour

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'Limca pi li na guru –  phir ho ja shuru'

'Limca pi li na guru –  phir ho ja shuru'

In a commercial, conceptualized by Leo Burnett, the aerated cool drink reasserts its brand positioning as a “thirst quencher”, but with a dash of humour

Archit Ambekar | Mumbai | May 4, 2016

Limca Click on the image to watch the TVC.

Limca's thirst quenching messages have always been quirky – be it the commercial 'Bhaag Bittoo Bhaag,' (run boy run) or 'Thodi aur Pyaas Badhao' (boost your thirst). 'Phir ho ja shuru' (let's start again) is no different and stands out of the clutter of summer campaigns of cool drinks and beverages, because of its humour quotient.

The campaign, conceptualised by Leo Burnett, reaffirms the aerated cold drink's traditional campaign theme of a thirst quencher, but in a story with a twist in its tail and a tag ? 'Phir ho ja shuru'. The tagline suggests that Limca could rejuvenate a fatigued player and push him (or her) back into the game.

The film begins dramatically with a call to stop a police van. The van stops and a policeman jumps off, followed by a convict, who gives him a chase. The chase continues through the city, its market place, a wedding procession and spills over into the city's alleys. The policeman is able to disguise himself and hide away from the convict.

Panting from the chase, he refreshes himself with a bottle of Limca and turns around to face the convict ? who had been chasing him all along to be able to continue showering him with stale jokes. Refreshed with Limca the policeman sprints away from the bore again.

The narration in the background is, 'Limca pi li naa guru, phir ho ja shuru' (now that you have had a drink of Limca boss, you could start again). If the high drama over the chase of a policeman by a convict through a busy thoroughfare was reminiscent of a Anurag Kashyap film, the feeling was not unjustified. The Bollywood director has directed the commercial.

RajDeepak Das RajDeepak Das

Speaking of the ideation, Rajdeepak Das, Chief Creative Officer, Leo Burnett, said, “The thought was simple, to keep the 'quench for thirst' a constant factor. What we did with the thought was we took it further with an emotional pay off. We wanted one to rejuvenate once they have Limca. The humour stays the same in this 'chor-police' film and I think it is just a progression of what we've been doing before.”

Having worked with the brand for a long time, the agency has stuck with the 'quench for thirst' theme, adding on an emotional angle. The brand has dabbled with other identities for a while, but Leo Burnett has plumped for the original positioning – that of a “thirst quencher”.

Das said the theme, 'lime-n-lemon Limca' was never focused on. “The focus was on the quench of thirst and that's a bigger platform to own in the category.” Consumer preference for Limca has apparently remained undiminished. “They love us,” said Das.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Coca Cola Company

Brand: Limca

Agency: Leo Burnett

Chief Creative Officer: Rajdeepak Das

Executive Creative Director: Amit Nandwani

Writers: Amit Nandwani, Mukul Upadhyay, Siddharth Shervegar

Art Directors: Kaushik Datta, Pavneet Bhasin

Account Management: Manav Rai Ahuja, Rajat Gulati

Planners: Rajeev Sharma, Venkataraghavan Srinivasan

Production House: Phantom

Executive Producer: Vivek Agarwal

Director: Anurag Kashyap

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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