Quenching the 'Limca waali Pyaas'

In the TVC conceptualised by Leo Burnett, brand ambassador Kareena Kapoor continues to enthuse consumers as she satiates the 'Limca Waali Pyaas'

BestMediaInfo Bureau | Delhi | May 19, 2014

Click on the image to watch the TVC.

Summers are back and so is India's ultimate thirst quencher, the refreshing, Lime & Lemoni Limca. In the latest campaign, the soft drink brand in the cloudy lemon segment will further elevate the concept of 'Limca waali Pyaas'. This idea is being portrayed by the quintessential Limca girl, Kareena Kapoor, inspiring Limca lovers to not just drink the refreshing, hydrating beverage but also quench their thirst under demanding situations.

The campaign, through relatable and humorous stories in travel settings, differentiates between 'Pyaas' and 'Limca waali Pyaas' – i.e., normal thirst against extreme physical thirst. The idea of the campaign is rooted in a basic truth – the hotter it gets or the more physically strenuous a situation becomes, the thirstier you feel, and only Limca, the ultimate thirst quencher, has the ability to quench that extreme thirst.

Debabrata Mukherjee

Debabrata Mukherjee, Vice-President, Marketing & Commercial, Coca-Cola India, said, “Limca has been quenching the thirst of Indians for over four decades with its distinct and unique Lime & Lemoni flavour, staying true to its promise of refreshment and rejuvenation. This is beautifully portrayed by our brand ambassador, Kareena Kapoor, in the latest communication campaign, which is a gradual progression from last year's campaign thought. It explores the thirst dimension of the brand and takes it to a whole new level. With the summer in full swing, we are sure Limca lovers will be all set to reach out for their bottle of Limca whenever they feel a deep thirst.”

The campaign was conceptualised by KV Sridhar (Pops) and his creative team at Leo Burnett. (Incidentally, Pops has since left Leo Burnett and is set to join SapientNitro.) The film has been directed by Nitish Tewari and produced by Tubelight Films. In addition to leveraging mass media advertising, the integrated communication plan includes rollout of an array of touch- points including out-of-home (OOH) media, digital, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.

Nitesh Tewari, Chief Creative Officer, Leo Burnett, said, “Limca has always been known for its thirst quenching properties. This year's campaign builds on them and tries to establish Limca as the ultimate thirst quencher. The message is simple – when faced with situations of extreme heat and tiredness, nothing refreshes you like Limca. The commercials featuring Kareena Kapoor are quite relatable and drive home the point in light hearted manner.”

The TVC opens with a scene at a railway station ticket counter on a hot summer afternoon. There is a long queue of passengers at the ticket counter. As the camera pans, we see the protagonist, Kareena Kapoor, standing at the far end of the queue. Tired and sweating in the scorching summer afternoon, she is eagerly awaiting her turn. By the time her turn comes she is already drained due to the heat. However, her just in time arrival at the ticket counter becomes a late arrival when we hear the train whistle as it is about to leave. She runs along to catch the departing train, but all in vain, and is left panting on the platform.

Back in the blistering heat and sweating profusely by now, she spots a vendor selling cold drinks in a bucket. Her eyes lighten up as she spots an icy cold Limca. She eagerly picks up the Limca and glugs it down impatiently.

Kareena Kapoor said, “I am very excited about the new Limca campaign. This is my third year of association with Limca and it always feels great to be associated with such an iconic brand. While I have thoroughly enjoyed working on the previous two Limca campaigns, the campaign this year is a tad bit special. I am particularly pleased with the creative work of the latest campaign 'Limca waali Pyaas' which I feel is so close to what I have felt after exceptional effort. As an individual, I have always strived for that little extra, and the thirst that one feels after such effort is what gets quenched only by Limca.”

Credits:

Agency: Leo Burnett India

Creative: KV Sridhar 'Pops' and Nitish Tewari

Production house: Tubelight Films

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