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MUMBAI: Limca today announced its new summer campaign for
2007. The new integrated marketing communication campaign
for Limca focuses on the brand's invigorating image, best
explained by its tagline - Fresh Ho Jao.
The latest summer campaign takes the idea of Limca creates
a wave of freshness where you don't expect it forward. The
new Limca TV commercial shot in Cape Town, South Africa, features
Bollywood actor Riya Sen. In addition to
leveraging mass media, the integrated communication plan for
Limca also has a range of on ground initiatives. This includes
organizing road shows & contests across all key markets.
The curvy Limca Splash bottle has also been used to carry
forward the new look of the brand.
 According
to Coca-Cola India, marketing director, flavors & media
Debabrata Mukherjee, "The new Limca Fresh Ho Jao campaign
has been designed to capture the whole thought of freshness,
in a bottle that transports you to a cool, rejuvenating, and
magical world. The latest campaign breaks new ground by presenting
the entire theme in a more call to action format. While doing
so, care has been taken to retain the intrinsic Lime n
Lemoni experience offered by brand Limca."
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