Campaign India Team
Apr 17, 2013

Limca continues to urge youth to aspire for more

WATCH the ad film created by Leo Burnett here

Limca has launched a new ad featuring its brand ambassador Kareena Kapoor, continuing with its 'Pyas badhao' theme.

Kapoor continues to play the role of a friend and mentor and urges youth to come out of their comfort zones and achieve what they aspire for.

The film opens with a college student staring at a girl while she passes by, acknowledging him with a smile. Kareena interrupts this little drama by saying ‘Aye haye mohabbatein’ while she keeps the Limca bottle on the table. The boy explains that he is quite content with her weekly glimpses and monthly smiles. After listening to his story Kapoor says, ‘Tum na todhi pyaas badhao’. She then explains how some other guy will charm her and marry her and he will be called to serve soft drinks at her wedding and babysit her child in the near future. After imagining the situation narrated by Kapoor he gets convinced and decides to propose to the girl - he is shown approaching her with a rose. The film ends with Kapoor drinking Limca and voice over saying, ‘Pyaas badhao’.

On the new campaign, Anupama Ahluwalia, vice president - marketing, Coca-Cola India, said, “This year’s communication takes the idea 'Pyaas Badhao' further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with Brand Limca. The messaging is simple - it motivates people to dream for more and put in the effort to realise their aspirations. Our focus is to stimulate the 'go-getter' spirit in one and all. People should be encouraged by the TVC to 'Pyaas Badhao', i.e. aspire for more and work towards realising their dreams”.

On the film, Nitesh Tiwari, national creative director, Leo Burnett, said, “This is a new round of communication based on the ‘Pyaas Badhao’ (aspire for more) ideology and we are very excited about it. The ad extends Kareena’s role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them.”

Credits:

Client: Coco Cola
Creative agency: Leo Burnett
Creative Team: Nitesh Tiwari, Shreyas Jain
Director Sainath Choudhary
Producer: Vishnu Purple Films

Source:
Campaign India