Limca’s new campaign pushes freshness proposition

Limca’s latest campaign has a new take on the brand’s freshness proposition. The campaign, shot mainly underwater, looks at communicating the idea of treasuring life’s moments with loved ones over a bottle of Limca. The task was to build on the idea of breaking away from the monotony of life and steal a few moments of fun and romance.

Watch TVC here.

The ad opens on a young couple looking bored and listless in their apartment. The woman, played by actress Dipannita Sharma takes a sip from a Limca bottle, and is transported to another world. This is depicted through an underwater sequence which shows the two playfully trying to beat each other in a game, where the bottle of Limca is the prized catch. The ad ends with the baseline ‘Doobo Taazgi Mein.’

Ajay Gahlaut, group creative director, Ogilvy & Mather, Delhi, explained, "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."

Srinivas Murthy, director, marketing, Coca-Cola India added, "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 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."

Watch making of the TVC here.

 

Credits
National creative directors: Abhijit Awasthi, Rajiv Rao
Group creative director: Ajay Gahlaut
Creative directors: Vikas Chenjong, Basabjit Majumdar
Directed by: Shashank Chaturvedi
Production house: Good Morning Films
Post production: VHQ, Singapore
Media used: TV, OOH, radio, activations