Limca Unveils Its New Brand Campaign For The Summer

"Limca Fresh Ho Jao"

The new brand campaign underlines the Lime 'n' Lemony message in a refreshing representation - Launches 40 second commercial strategically during India Vs England match to reach out to maximum consumers

New Commercial to hit all leading Television channels from 5th of


-The Limca Fresh Ho Jao campaign has been conceptualized by

Anindya Banerjee of Ogilvy and Mather and produced by Ravi Udyawar of Ravi Udyawar Productions

New Delhi, April 3, 2006, Monday: Limca, India's largest carbonated soft

drink brand in the cloudy lemon category, today launched its new brand

campaign for the season- "Limca Fresh Ho Jao". The new campaign presents the Lime 'n' Lemony message in a refreshing manner. As part of the new campaign, a 40 second advertisement will be aired during the India-England cricket series on Doordarshan and Sahara One, and is expected to hit all other leading TV channels from the 5th of April onwards. The TV commercial also features- the young and bubbly actress Riya Sen.


The new Limca Fresh Ho Jao campaign is a natural progression from the

earlier Mazaa Taazgi Ka campaign of 2005. With "Mazaa Taazgi Ka", the Brand positioned itself as a "Freshness" brand. The "Fresh Ho Jao" campaign takes the same forward to further establish Limca as the provider of freshness, energy and fun. The new campaign breaks new ground by presenting the entire thought in a more call to action format.


According to Mr. Vikas Gupta, Vice President Marketing Coca-Cola India said, "The new Limca Fresh Ho Jao campaign aptly expresses the feeling of youthfulness and freshness. The message and the entire visualization of the campaign effectively captures the revitalizing freshness offered by LImca to its consumers."


Limca enjoys over 11% of the total Carbonated Soft Drinks market in India and has doubled its volume growth in last three years. Born in 1971, Limca was the original thirst quenching choice of millions of consumers, and continues to remain so till date - spanning a strong reign of over 3


About the ad

The "Limca Fresh ho Jao" commercial has been brought to life by Ravi Udyawar of Ravi Udyawar Productions and has been as been conceptualized by Anindya Banerjee of Ogilvy and Mather. The outstanding soundtrack has been provided by Vishal-Shekhar (of Dus, Salaam Namaste and Bluffmaster fame) with lyrics by Swanand Kirkire's.


The TVC is a montage of people drinking Limca and shows how their experience with the soft drink takes them to imagine the freshness of water surrounding them. They start feeling water and coolness surrounding them taking away the heat and sultriness of the summer.


About Coca-Cola

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Thums Up, Diet Coke, Coca-Cola, Fanta, Limca, Sprite, Maaza, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and company's business operations engage approximately 6000 people in India.

For further information please contact

Perfect Relations at 011 -24379862-69

Sonika @ 9871597738 or Rohan @ 9871597717

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