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"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
April.
-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
decades.
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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