Kareena Kapoor continues to inspire consumers to increase their "Pyaas" with Limca

MUMBAI: Limca has launched its new summer campaign with brand ambassador Kareena Kapoor who urges consumers to strive for bigger and better things in life, in the new communication that takes forward the idea of ‘Pyaas Badhao‘.

Through this communication, Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner.

In this campaign, Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances.

Coca-Cola India vice president - Marketing Anupama Ahluwalia said, "This year‘s communication takes the idea "Pyaas Badhao" further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with Brand Limca. The messaging is simple - it motivates people to dream for more and put in the effort to realize their aspirations. Our focus is to stimulate the "go-getter" spirit in one and all. People should be encouraged by the TVC to "Pyaas Badhao", which is aspire for more and work towards realising their dreams"

The communication campaign has been conceptualised by Leo Burnett led by executive creative director Nitesh Tiwari.The campaign has been directed by Sainath Choudhary and produced by Vishnu Purple Films.

In-addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.

Tiwari said, "This is a new round of communication based on the ‘Pyaas Badhao‘ (aspire for more) ideology and we are very excited about it. The ad extends Kareena‘s role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them."

The film opens on Kapoor sitting with a guy on a bench in a college. She notices a beautiful girl passing by and the guy looking lovingly at her. She teases the guy about his untold love for the girl, and the guy shyly brushes the feeling off. Kapoor then paints a picture in front of him and we get into a dream sequence. She is a part of the dream sequence along with the guy. The dream sequence shows a cunning looking guy whisking away the girl of the protagonist‘s dream. Then Kapoor motivates the guy and tells him, "Tum na thodi pyaas badhao…warna teri maina, koi kauwa uda le jaayega", and offers him a bottle of Limca. The guy, after having consumed Limca, experiences a wave of freshness and is motivated to pursue the girl of his dreams.

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