- Latest communication builds on the platform of emotional and physical freshness and has romance at its core.
- Initiative leverages the ‘water like freshness’ of Lime ‘n’ Lemoni Limca to appeal towards freshness in an exciting and innovative way.
- Conceptualized by Ajay Gahlaut, Group Creative Director - Ogilvy & Mather Pvt. Ltd & directed by Vinil Mathew from Foot Candles Films, the communications is all set to be aired from the 2ndweek of April, 2010.
- Foot-tapping music score by Music Director - R Anand and soulful lyrics by Swanand Kirkire, (‘3 idiots’ and ‘Hazaroon Khwahishen Aise’ fame) add to the emotional appeal of the communication.
- Integrated communication plan to also focus on Out-of-Home media complimented by a range activities including radio, mobile activation and on ground initiatives across all key markets.
Splashing the joy of romance this summer, Limca - India’s largest sparkling beverage brand in the cloudy lemon segment is all set to launch its latest summer campaign – “Splash of Freshness”. The initiative features Bollywood actor – Hrishitta Bhatt. Building on the platform of emotional and physical freshness, the refreshing communication initiative has romance at its core. The communication is based on how Limca, with its water like freshness can spark a playful romantic interaction between two strangers.
The latest summer campaign communicates the idea of enjoying light, romantic and playful moments over a bottle of Limca. The strategic initiative leverages the ‘water like freshness’ of Lime ‘n’ Lemoni Limca to appeal towards freshness in an exciting and innovative manner.
According to Srinivas Murthy, Director, Marketing - Flavors, Coca-Cola India, “Limca is known for refreshing its consumers both physically and emotionally. The new Limca ‘Splash of freshness’ summer campaign takes the magic of ‘water-like freshness’ to the next level by using ‘Romance’ as a key to emotional rejuvenation. I am confident that this latest communication would find a special appeal amongst all soft-drink consumers”.
Leveraging Clutter Breaking Out-of-home (OOH) Media
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 theme. The 3-D Limca logo adds to the look and feel of the design. Innovative options of the same visuals will be executed across all key markets.
More about the campaign
The latest Limca summer campaign 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 Basab Tito Majumdar, Creative Director (Art) - Ogilvy & Mather Pvt. Ltd. The film has been directed by Vinil Mathew of Foot Candles Films. The music for the campaign has been composed by R Anand and CaraLisa Monteiro of the ‘Rock On’ fame has lent her vocals to the song. The soulful lyrics have been written by Swanandh Kirkire of the ‘3 idiots’ and Hazaroon Khwahishen Aise’ fame. The post production work has been done by VHQ in Singapore.
Storyboard of the Ad
The communication revolves around two strangers, a girl (Hrishitta Bhatt) and a boy (Viraf Patel). The story starts with Hrishitta Bhatt reading a book in her balcony. Right opposite her house is Viraf Patel sitting on his bike with a bottle of Limca. With the book in her hands and eyes on Viraf, Hrishitta exchanges sweet, flirtatious glances with Viraf. As soon as Viraf takes a sip of his Limca, the book in Hrishitta’s hands bursts into water leaving them both surprised. And so begins the romantic ‘Shararat’ between the two as Hrishitta gets drenched when the object that she is reaching for [be it to dry herself, throw at him in anger or simply touch] turns into water. She finally gets her due when Viraf’s Limca finishes and she walks across to his house with her bottle of Limca. As soon as she takes a sip, Viraf’s bike bursts into water and he falls on the ground drenched yet smiling. The communication ends with both of them laughing together and signs off with the tag line – ‘Doobo taazgi mein’.
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, Minute Maid Nimbu Fresh, Burn, 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 engages approximately 1, 50,000 people in India.
