Coca-Cola India, the beverage company, has announced the launch of a new campaign for the lime and lemony drink Limca. The new campaign ‘Chadha Le Taazgi’ is aimed at elevating the brand’s positioning as the ultimate thirst quencher that offers freshness and rejuvenates people.
The TVC is a romantic and playful interaction between a young couple who lives in the same neighbourhood. It’s a hot summer day and the boy has just returned with his friends from a football match. His love interest is standing in her first-floor balcony drinking Limca. As he requests the girl to share her drink, she starts teasing and dares him to come up and get it from her. Tempted by the chilled bottle of Limca, he devises a quick plan to reach the cool, refreshing drink. He gathers his friends and forms a human ladder to reach her balcony. As he and his friends climb up, things come to a standstill in the neighbourhood. The neighbours watch the spectacle with curiosity, cheering him on. Finally, on reaching the balcony, thirsty and worn out, he grabs the bottle of Limca and takes a swig. He loses his balance and along with his friends, falls into a pool of water creating a massive splash.
Abhijit Datta, Director, Flavours, Coca-Cola India, said, “With its light-hearted and relatable campaigns across the years, Limca has always touched our hearts. The brand and the product have a deep-rooted connection with India and it is widely acclaimed for its unparalleled ability to extinguish thirst, and leave you feeling fresh. We are continuously evolving our storytelling with consumers and inspiring them to enjoy themselves with our refreshing and great tasting portfolio beverages. The new TVC is being aired both on television and digital platforms.”
The TVC has a soundtrack, which is a contemporary version of the Bollywood classic ‘Gore Gore, O Banke Chhore’, from the movie ‘Samadhi’. The soundtrack has been re-composed by Sameeruddin and complements the overall light-hearted nature of the film and the brand.
Amit Nandwani, Executive Creative Director, Leo Burnett, said “With the new Limca campaign, we’ve tried to bring the playfulness, romance and signature splash back to the brand. Set to a modern rendition of a Bollywood classic, the film seeks to bring alive Limca’s promise of water-like freshness in a fun and engaging manner.”
Limca Freshness campaign will leverage spots on television, radio and Hotstar during the IPL. Additionally, the campaign will be supported with extensive on-ground activities across Punjab, Haryana, Delhi, Uttar Pradesh and Andhra Pradesh. The on-ground activation will include point-of-sale across retail outlets, highway signage with visibility drives in Punjab.
Creative Agency: Leo Burnett India
Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma
Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha
Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das
Executive Creative Director: Amit Nandwani
Creative Team: Amit Nandwani, Kaushik Datta, Mukul Upadhyay, Shreya Sarkar, Pavneet Bhasin, Deepak Pandey
Account Planning Team: Antony Raj Kumar, Sana Ghai
Account Management Team: Gaurav Dudeja, Dipendra Rai, Kkanchan Mittal
Production House: Equinox Films
Director: Ram Madhvani
Producer: Rhea Prabhu