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Kareena Kapoor is new Limca brand ambassador

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MUMBAI: Lemon flavoured carbonated soft drink brand from Coca-Cola Company, Limca, has roped in Kareena Kapoor to endorse the summer 2012 ad campaign - ?Pyaas Badhao?. Leo Burnett is responsible for the creatives of the ad campaign.

The idea for the new campaign comes 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, Limca inspires its consumers to push themselves, get even more ?thirsty? in whatever they do, and emerge as winners.

Coca-Cola India and South West Asia VP - marketing Anupama Ahluwalia said, "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 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. She symbolises 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,?? he added.

Directed by Nikhil Rao, the campaign has been produced by Jamic Films. The integrated communication initiative will also include out-of-home, radio, digital media and on-ground events in key Limca markets.

Leo Burnett ECD Mumbai Nitesh Tiwari said, "Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand?s persona. The new ?Pyaas Badhaao? campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account and we were really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the ?Pyaas Badhaao? tagline.?

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