Coca-Cola India to reposition Limca

The lime & lemony positioning of Limca will undergo a complete overhaul, and its communication will now be based on the plank of freshness, according to senior officials of Coca-Cola India.

A new television commercial, featuring Deepika Padukone, will be launched across national channels from March 15, they added.

"We have managed to double our volumes in the last three years, and we currently enjoy 43% market share in the lemon-lime category of soft drinks," an official said.

"Our research told us that Limca is always associated with a sense of freshness. Based on the insights, we decided to completely overhaul the brand communication of Limca," he added.

The new tagline for Limca will be mazza taazgi ka. "Since Andhra Pradesh is a very important market for us, we will be dubbing this commercial in AP," the official said.