With the mercury levels rising, Limca, India's largest and most preferred sparkling beverage brand in the cloudy lemon segment, adds a dash of freshness to the summer with the launch of its latest communication for 2012 - 'Pyaas Badhao'. The new campaign increases its dose of refreshment by roping in charming and vivacious Bollywood actor, Kareena Kapoor to endorse the new campaign.
After enthralling consumers with its characteristic fresh and spontaneous communication in the past, the latest campaign now takes on a more meaningful and inspiring platform. The idea for the new campaign "Pyaas Badhao" springs from the fact that we generally get very complacent and satisfied with what we have achieved in life, be it big or small. Through the latest communication, brand Limca inspires its consumers to push themselves, get even more 'thirsty' in whatever they do, and emerge as winners. Brand Limca adds an inspiring wave of freshness, urging consumers to keep the fire alive, to push themselves a little more to achieve much bigger things in life. 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, Vice President - Marketing, Coca-Cola India & South West Asia, "Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, '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 to its consumers. Charming, vivacious, popular with India's youth, she is a great fit for the brand. She symbolizes this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility. We hope consumers love our new TVC and are challenged to push themselves further. ''
Speaking about the campaign, the newly appointed brand ambassador and leading Bollywood actor, 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 refreshing communication is being aired starting 22rd of April, and has been conceptualized by Leo Burnett led by Exec Creative Director, Nitesh Tiwari. The campaign 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.
source : Afaqs
On TV from today, Limca's new ad featuring actor Kareena Kapoor
Beverage giant Coca-Cola, which owns Limca, recently signed the actor in an
endorsement deal valued at Rs 2.5 crore a year. The contract with her extends
for two years. Leo Burnett is the creative agency on the brand.
Wasim Basir, Coca-Cola’s director, integrated marketing communications, says the new commercial will have a refreshing take on the thirst-quencher premise on which Limca has stood.
While Limca has a market share of about eight-nine per cent, shifting positions between fourth and seventh in the pecking order of the top ten carbonated beverages in the country, Coca-Cola has been looking to infuse new life into the brand.
This, say experts, has partly to do with rival PepsiCo’s work for 7Up, which is the lemon-flavoured drink in its portfolio.
In February this year, PepsiCo launched its new ‘Dil Bole I feel Up’ campaign with actor Sharman Joshi for 7Up, which, in a span of two months, has become extremely popular with the youth. PepsiCo took the animated route here showing Joshi dancing with a penguin. The campaign was done by BBDO and shot in Australia with computer generated imagery or CGI. BBDO also managed to get international choreographer Simon Lind to choreograph the entire film.
Coca-Cola, say market experts, is looking to take the sheen off that campaign with the new Kapoor-endorsed Limca commercial.
The new ad is expected to run through the summer after which Coca-Cola may come out with fresh creatives featuring the actor.
After mango drinks, lemon-flavoured drinks rank second in terms of popularity amongst Indian consumers of packaged beverages. Both Coca-Cola and PepsiCo have attempted to increase the lime and lemony connection with their mainline brands in the last few years given this preference amongst consumers. Both beverage giants have in the last few years played up the refreshing aspect of lemon with imagery featuring slices and splashes.
In the juice drinks category too, both PepsiCo and Coca-Cola have invested heavily behind brands such as Nimbooz and Minute Maid Nimbu Fresh respectively to give consumers a taste of real lemon juice, a beverage which is prepared and consumed both in-home and out-of-home.
According to market estimates, India consumes about 115 to 120 billion litres of beverages per year. Of this only four to five per cent constitutes ready-to-drink, packaged beverage consumption. The balance is unpackaged consumption, of which 50 per cent is that of lemon juice, popularly called nimbu paani.
source : Business-standard
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