Limca goes back to Leo Burnett after a decade

The agency won back the business from Ogilvy following a multi-agency pitch that also involved McCann Erickson and Lowe Lintas

BestMediaInfo Bureau | Delhi | March 20, 2012

Leo Burnett has won back the creative mandate for Coca-Cola India's lemon flavoured fizzy drink Limca, a decade after it lost the business. Ogilvy was the incumbent on the business. The business was won following a multi-agency pitch process involving McCann Erickson, Ogilvy & Mather, Leo Burnett and Lowe Lintas.

A company source, on condition of anonymity, said Coca-Cola India, which had called for the pitch in January, was keen to stem the falling market share of Limca which competes with brands like Mirinda and 7Up from PepsiCo.

Limca's latest campaign, 'Doobo Taazgi Mein – fresh ho jao', was created by Ogilvy. In 2005, the brand shifted from its 'Lime 'n' Lemoni' positioning to the 'freshness' plank.

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