After recently roping in Kareena Kapoor as brand ambassador, Limca has released its campaign for the summer which features the Bollywood actress. The theme for the campaign is 'Pyaas Badhao'. Leo Burnett had recently won the creative duties for the business from Ogilvy India.
The TVC created by Leo Burnett shows Kapoor and her friend, who is a cricketer, talking inside a stadium. The cricketer is proud about his achievement of being the youngest 12th man for his state cricket team. Kapoor isn't impressed by this and tells him to increase his thirst (pyaas badhao). She urges the boy to make that extra effort and wish for more, to set out to reach higher goals and not settle down for less in life. The boy works hard, but in between gets tired and reaches for Limca, but Kapoor takes it away from him and asks him to keep working hard and aspire for more than what he has. He does end up working hard and turns into a match-winner (albeit as a runner after getting out himself). That's when Kapoor thinks he deserves the bottle of Limca and the film ends with Kapoor giving him one.
Commenting about the campaign, Anupama Ahluwalia, vice president, marketing, Coca-Cola India and South West Asia, said, "Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, 'Pyaas Badhao', takes it to the next level - first increase your thirst and then quench it with Limca. We feel this will be inspiring and stimulating for our consumers. We have explored a more meaningful take on 'freshness' this time, going beyond instant satiation to a life changing, inspiring force. Kareena Kapoor joins the brand as the new ambassador in propagating this message to its consumers. Charming, vivacious, popular with India's youth, she is a great fit for the brand. She symbolises this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility. We hope consumers love our new TVC and are challenged to push themselves further. ''
Nitesh Tiwari, executive creative director, Leo Burnett, added, "Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand's persona. The new 'Pyaas Badhaao' campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account and we were really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the 'Pyaas Badhaao' tagline. Shooting for this with the original bubbly girl, Kareena was great fun and we hope consumers enjoy the new TVC and are challenged to always keep it fresh."
The campaign has been directed by Nikhil Rao and produced by Jamic Films. In-addition to the TVC, the communication initiative will also include out-of-home, radio, digital media and on-ground events.