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Limca takes the desi route to affirm position as ultimate thirst quencher

Conceptualised by Leo Burnett, the ‘Bhaag Bittoo Bhaag’ campaign presents a typical Indian scenario to highlight the ‘Limca Wali Pyaas’

BestMediaInfo Bureau | Mumbai | July 6, 2015

Limca-TVC Click on the image to watch the TVC.

Limca’s latest campaign is aimed at establishing the soft drink as the ultimate thirst quencher. Created by Leo Burnett, the campaign also seeks to help the brand strengthen its popular Lime N Lemoni credential. Based on humour that is deeply rooted in an Indian cultural context, the new Limca campaign ‘Bhaag Bittoo Bhaag’ succeeds in creating a new language for the brand.

The campaign presents an arranged marriage scenario, where the boy’s family has come to see the girl. The film juxtaposes the mother’s voice raving about the dishes cooked by her daughter with the shots of her son, Bittoo, running around to buy the same from the market. His journey from one shop to another and back home gives rise to an extreme thirst that can only be quenched by Limca, the kind of thirst which the brand takes ownership of by calling it the ‘Limca Wali Pyaas’.

RajDeepak Das RajDeepak Das

RajDeepak Das, Chief Creative Officer, Leo Burnett India, commented, “Limca has always been part of India’s quirks and traditions. With this campaign, we wanted to maintain that and take the communication to another level. The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians. In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian. It is a kind of film you would enjoy watching repeatedly; a great way to achieve a higher level of brand recall amongst the Indian consumers.”

Amit Nandwani, Executive Creative Director, Leo Burnett India, added here, “When faced with situations of extreme heat and tiredness, nothing quenches your thirst like Limca. The new Limca campaign essentially conveys this point while integrating quirks rooted in Indian culture. The plot is not only relatable, but also drives home the point in a light-hearted manner.”

Limca plans to take its new campaign to consumers through digital and traditional media platforms to intensify the brand experience.

The TVC:



Client: Coca-Cola India

Creative agency: Leo Burnett India

Chief Creative Officer: RajDeepak Das

National Creative Director: Sainath Saraban

Executive Creative Director: Amit Nandwani

Senior Creative Director: Kaushik Datta

Writers: Amit Nandwani, Mukul Upadhyay, Banira Khati

Art Directors: Kaushik Datta, Abhinandan Dey,

Account Management: Manav Ahuja, Rajat Gulati

National Planning Director: Rajeev Sharma

Production House: Chrome Pictures

Director: Hemant Bhandari

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