- Latest communication takes the concept of water like freshness’ ahead by inviting people, who while in pursuit of success and living life’s routine, have lost the joy of spontaneity in their life
- The latest communication shot underwater features Young & dynamic model and actor - Dipannita Sharma
- Initiative leverages the ‘water like freshness’ of Lime ‘n’ Lemony Limca to appeal towards freshness in an exotic way.
- Conceptualized by Ajay Gahlaut, Group Creative Director - Ogilvy & Mather Pvt. Ltd & directed by Shashank Chaturvedi aka Bob from Good Morning Film, the communications is all set to be aired from 2nd week of October ‘09
- Foot-tapping music score by Music Directors - Dhruv & Ashu and soulful lyrics by Swanand Kirkire, (‘Hazaroon Khwahishen Aise’ fame) adds to the emotional appeal of the communication
- Integrated communication plan to also focus on Out-of-Home media complimented by a range activities including Out-of-home (OOH), radio and on the ground initiatives across all key markets
Riding on a refreshing wave of emotions this festive season, Limca - India’s leading sparkling beverage in the cloudy lemon segment launched its latest communication initiative – “Doobo Taazgi Mein” (a plunge into freshness). The initiative features model and actor – Dipannita Sharma. The latest communication shot underwater takes the idea of ‘Freshness Of Emotions’ forward by inviting people, who while in pursuit of success and living life’s routine have lost the joy of spontaneity in their life.
The initiative communicates the idea of treasuring life’s moments with your loved ones over a bottle of Limca. The initiative leverages the ‘water like freshness’ of Lime ‘n’ Lemony Limca to appeal towards freshness in an exotic way. The communication calls upon breaking away from the monotony of life and steal those blithe moments of bliss, fun and romance.
According to I Srinivas Murthy, Director, Marketing, Coca-Cola India, ““The latest Limca communication initiative takes the earlier idea of ‘water-like freshness’ and emotional rejuvenation to a next level by using water as a key aspect to freshness. The new Limca ‘Doobo Taazgi Mein’ campaign has been designed to capture the whole thought of freshness, in a bottle that transports you to a cool, rejuvenating, and magical world. Limca as a catalyst takes one to a world of freshness which is both transformational and uplifting, breaking away from the monotony of life to greater heights of refreshment.”
Clutter Breaking Out-of-home (OOH) initiative
In addition to leveraging mass media the out-of-home creative has been conceptualized keeping in mind the need to communicate freshness and emotional rejuvenation even in a static medium. The vibrant interplay of light and colors with the soothing feel of water is the dominant themes. The 3-D Limca logo adds to the look and feel of the design. An innovative option with actual use of water on outdoors (using acrylic design) will be executed across the key markets. For e.g. at the bus stops, there will be a hoarding with water filled acrylic sheets and 3D Limca Logo floating in it to give it a dimension of freshness. In-addition, at the shopping malls, there will be aquarium shaped glass box which will be kept to give an affect of wave. Innovations like these will be placed all across to communicate ‘water like freshness’ of Limca.
More about Limca – Doobo Taazgi Mein Initiative
The latest communication has been conceptualized by Ajay Gahlaut, Group Creative Director- Ogilvy & Mather Pvt. Ltd along with Vikas Chenjong, Creative Director (Copy) - Ogilvy & Mather Pvt. Ltd and Basabjit Majumdar, Creative Director (Art) - Ogilvy & Mather Pvt. Ltd. The communication has been directed by Shashank Chaturvedi of Good Morning Films. The foot tapping music has been provided by Dhruv & Ashu and Swanand Kirkire, of ‘Hazaroon Khwahishen Aise’ has given the lyrics of the commercial. The post production work has been done by VHQ in Singapore.
In-addition to leveraging mass media, the integrated communication plan to also include range of activities including Out-of-home (OOH), radio and on the ground initiatives across all key markets
Storyboard of the Ad
The communication revolves around a dazzling young couple (Dipannita Sharma and Ashok Babani) in a spectacular though pallid studio apartment, sitting totally jaded in a dreary afternoon. As soon as Dipannita takes a sip from Limca bottle, she experiences “Water like freshness” and she finds her surroundings gradually filling with water, amidst the same apartment. The Limca bottle and its water-like-freshness spark off moments of playful romance between Dipannita and Ashok. Together they swim around, amidst the floating piano and music notations, mischievously playing a sensual game around the Limca bottle. The film closes as the Limca gets over and the water also gets over - the couple comes out of water and cherishes the imaginative pleasure out of the Limca moments.
The boredom of the couple fades away whilst giving room for love and sensuality, bringing the couple closer in high spirits - Totally Refreshed. The communication ends with the words ‘Doobo Taazgi Mein’ (a plunge into freshness) promising freshness that rejuvenates life.
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Commenting on the creative challenge posed by the latest communication initiative, Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, Delhi, said “The challenge was to add a new dimension to freshness by making it more energetic and buoyant. It was interesting to take the idea of water like freshness of Limca forward and capture how a bottle of Limca magnetizes and helps break away from the milieu of jaded monotony of life into blissful moments of joy. In the latest campaign – Doobo Taazgi Mein, we have literally submerged the entire story in the water to bring out the core thought of water like freshness that Limca stands for. The surreal feel in the campaign has really come out well in the film and I am sure that with the foot taping jingle of the communication will definitely strike a chord amongst the young adults today.”
About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, 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. In-addition the company’s business operations also engage approximately 1, 50,000 people in India.