Indiantelevision.com Team

(15 May 2008 5:00 pm)

MUMBAI: Limca, a beverage under the varied range of goods provided by Coco-Cola India, in association with the Truck Owners Welfare Society has come up with an advertising campaign. The campaign will use Out-of-Home (OOH) media to reach out to consumers around travel channels.

As a part of the agreement around 1000 trucks traveling across highways will sport variety of truck art like "Limca - fresh ho jao", "taaza ok please", "taazgi disha is taraf" and "13 mera 7 taazgi ki baat". Furthermore hoardings reading "freshness ka akhri stop- Limca", "taazgi disha is taraf- Limca" etc. are going to be placed on highways and dhabas as a promotional strategy deployed especially for the north Indian regions.

Coca-Cola India VP-marketing Venkatesh Kini said, "The Limca- fresh ho jao communication for the summer is all about the need to stay refreshed while traveling. The challenge was to break through the clutter and innovatively communicate this unique proposition. That is when the whole idea of leveraging Out-Of-Home media was conceptualized. The plan includes using 1000 trucks traversing the nooks and corners of India as mobile messaging media. Additionally, specially adapted communication messaging has also been developed to be put along highways and road side eateries. I am confident that the consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting."

Truck Owners Welfare Society president Kultaran Singh Atwal said, "We are delighted to be a part of such a unique initiative involving 1000 trucks of our members. It is good to see due importance and recognition being given to the truck art form. Traditionally truck art has been used by truck drivers as a means to personalize their trucks and also to avoid accidents on highways. With changing times, I am glad that truck art has got its due with brands like Limca promoting its freshness message through this innovative and untapped medium."

The campaign's creative has been designed by Ogilvy & Mather.