The new campaign for Minute Maid Nimbu Fresh takes its previous positioning of “Bilkul Ghar Jaisa” (Just like home) to the next level. The new thought is “Khatti Meethi Yaadon Ka Ras” (The juice of sweet and sour memories).
Watch the TVC (story continues below)
In the TVC, a sip of Minute Maid Nimbu Fresh brings back memories to a man of how he used to tease his wife when they were kids, by pulling open her hair while they were both drinking homemade lemonade. The memory is vivid enough to make him do it again, and she also smiles back at him.
According to Andriy Avramenko, vice president - Juice Business, Coca-Cola India, “Our ‘First Love’ campaign centres around the core proposition of Minute Maid Nimbu Fresh as being the next best alternative to home-made lemonade. It shows how a sip of Minute Maid Nimbu Fresh triggers nostalgia in you and evokes all the sweet and sour memories of life that one might have experienced while growing up.”
Speaking about the creative concept, KV Sridhar (Pops), national creative director, Leo Burnett, said, “We’re taking the ‘Bilkul Ghar Jaisa’ positioning a step forward. I’m sure everyone has a bunch of favourite ‘summer’ memories when they were growing up. And usually a cold glass of home-made nimbu paani refreshed you after your various pranks, adventures and games. Taking a cue from there, this time the story is about childhood sweethearts, and their sweet and sour journey to buy some lemons to make nimbu paani together. That memory is triggered in our protagonist’s mind the minute he takes a sip of Minute Maid Nimbu Fresh, and he conveys that to his childhood sweetheart who is now his wife. Minute Maid Nimbu Fresh is about a nostalgic ‘nimbu-paani’ moment in a bottle.”
Creative Agency: Leo Burnett, New Delhi, India
Executive creative director: Sainath Saraban
Production house: Nirvana Films
Director: Prakash Varma