Coca-Cola India has launched a new advertising campaign for its Limca brand in India as it aims to elevate the beverage’s positing as “the ultimate thirst quencher”.
The campaign will feature on television, radio as well as on-ground activities in Punjab, Haryana, Delhi, Uttar Pradesh and Andhra Pradesh.
First introduced in 1971, Limca is a carbonated soft drink with lemon and lime flavours.
A new commercial features a romantic interaction between a young couple who share a bottle of the beverage.
Abhijit Datta, Coca-Cola India director of flavours, said: “With its light-hearted and relatable campaigns across the years, Limca has always touched our hearts. The brand and the product have a deep-rooted connection to India, and the product is widely acclaimed for its unparalleled ability to extinguish thirst, and leave you feeling fresh.
“We are continuously evolving our storytelling with consumers and inspiring them to enjoy themselves with our refreshing and great-tasting portfolio beverages. The new TVC is being aired both on television and digital platforms.”
Amit Nandwani, executive creative director of creative agency Leo Burnett, added: “With the new Limca campaign, we’ve tried to bring the playfulness, romance and signature splash back to the brand. Set to a modern rendition of a Bollywood classic, the film seeks to bring alive Limca’s promise of water-like freshness in a fun and engaging manner.”
Earlier this year, Coca-Cola announced it would launch fruit versions of Limca and Sprite in India this year.
The company will also invest $1.7 billion in the country over the next five years as it creates a range of region-specific juice variants made from fruits native to the country.
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