Ogilvy has unveiled Limca's latest campaign for this summer.
Building on the platform of "emotional and physical freshness" from its earlier campaign of 'Doobo Taazgi Mein', the new commercial is based on how Limca, with its water like freshness can spark a playful romantic interaction between two strangers. The strategic initiative leverages the ‘water like freshness’ of Limca.
WATCH TVC here
According to Ricardo Fort, vice president marketing, 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."
The TVC revolves around two strangers, a girl (Hrishitta Bhatt) and a boy (Viraf Patel). The story starts with the girl reading a book in her balcony. Right opposite her house is the boy sitting on his bike with a bottle of Limca. With the book in her hands and eyes on him, she exchanges sweet, flirtatious glances with him. As soon as the boy takes a sip of his Limca, the book in Hrishitta’s hands bursts into water leaving them both surprised. And so the girl gets drenched everytime 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 the boy has emptied his Limca bottle 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'.
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 lyrics have been written by Swanandh Kirkire and the post production has been done by VHQ in Singapore.
Group creative director: Ajay Gahlaut
Creative director (copy): Vikas Chenjong
Creative director (art): Basab Tito Majumdar
Production house: Footcandles
Director: Vinil Mathew
Music: R Anand
Post production: VHQ, Singapore