Limca adds a dash of freshness to the summer with Kareena Kapoor

Conceptualized by Leo Burnett, the new campaign, 'Pyaas Badhao', urges consumers to first increase their thirst, and then quench it with Limca

BestMediaInfo Bureau | Delhi | April 24, 2012

With the mercury level rising, Limca has added a dash of freshness to the summer with the launch of its latest communication for 2012 – 'Pyaas Badhao'. The campaign, conceptualized by Leo Burnett India, has increased the freshness dose by roping in the vivacious Kareena Kapoor.

After enthralling consumers with its characteristic fresh and spontaneous communication in the past, the new campaign takes a more meaningful and inspiring platform. The idea of 'Pyaas Badhao' springs from the fact that people generally get very complacent and satisfied with what they have achieved in life, be it big or small. In the latest communication, brand Limca inspires its consumers to push themselves, get even more 'thirsty' in whatever they do, and emerge as winners. The TVC retains the characteristic feel of Limca, adopting a light-hearted yet sincere tone, instead of taking a preachy route.

Talking about the new campaign, Anupama Ahluwalia, VP - Marketing, Coca-Cola India & South West Asia, said, "Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign, 'Pyaas Badhao', takes it to the next level – first increase your thirst and then quench it with Limca. We feel this will be inspiring and stimulating for our consumers. We have explored a more meaningful take on 'freshness' this time, going beyond instant satiation to a life changing, inspiring force. Kareena Kapoor joins the brand as the new ambassador in propagating this message. Charming, vivacious, popular with India's youth, she is a great fit for the brand. She symbolises this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly. Being an achiever in her own right, she carries our new message with immense credibility.”

The communication revolves around two people, Kareena Kapoor and her friend, a young cricketer, set in a stadium. The cricketer is proud and complacent about his achievement as the youngest 12^th batsman in the State Cricket team. Hearing this, Kareena, sipping on a Limca, tells the boy "Tum na, thodi pyaas badhao!" She urges the boy to make that extra effort and wish for more, to set out to reach higher goals. The boy works hard, but in between gets tired and reaches for a Limca, but Kareena takes it away from him and asks him to keep working hard and increasing his thirst for more. The cricketer, on Kareena's suggestion, works extra hard and becomes successful. Celebrating his victory, Kareena comes and offers him a bottle of Limca, saying he deserves it now.

The campaign, which began airing on April 22, has been led by Leo Burnett's Executive Creative Director, Nitesh Tiwari. The TVC has been directed by renowned director Nikhil Rao and produced by Jamic Films. In-addition to leveraging TV, the integrated communication initiative will also include out-of-home, radio, digital media and on-ground events in key Limca markets.

Commenting on the film, Tiwari said, "Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand's persona. The new 'Pyaas Badhaao' campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account, and we are really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the 'Pyaas Badhaao' tagline. Shooting for this with the original bubbly girl, Kareena, was great fun and we hope consumers enjoy the new TVC and are challenged to always keep it fresh."

Speaking about the campaign, Limca's newly appointed brand ambassador Kareena Kapoor said, "I always have Limca in my fridge at home and on shoots – chilled Limca and lots of ice! It's the perfect chill recipe to beat the summer heat. I am happy to be associated with Limca and particularly pleased with the creative work of 'Pyaas Badhao'. Those are the values that I grew up with and something that I challenge myself with."

The TVC:

Info@BestMediaInfo.com

Info@BestMediaInfo.com