Limca rolled out its summer campaign in mid-April, conceptualised by Leo Burnett.
The spot opens with a moving police van, from which someone screams asking for the vehicle to be stopped. When it halts, two policemen get out and run for cover. They are followed by a prisoner. The prisoner spots one the men hiding behind a road sign. A chase ensues, with the policeman running and the prisoner giving chase. Some onlookers notice the portly policeman struggling to keep a distance from his pursuer and are amused at the role-reversal. The policeman spots a saree drying outside an apartment. He drapes that around and manages lose the prisoner. The tired cop spots a roadside stall selling Limca. He grabs a bottle of the drink and gulps it down. As he places the empty bottle and turns towards the van, the prisoner is right before him. The latter wants to tell the cop ‘one last joke’ – the reason for his running away. As the prisoner starts his joke, the policeman pushes him away and scoots. The brand signs off saying, ‘Limca pee lee na guru, phir se ho jaa shuroo’ (Now that you’ve had Limca, let’s start again.).
Client: The Coca-Cola Company (Limca)
Agency: Leo Burnett
Chief creative officer: Rajdeepak Das
Executive creative director: Amit Nandwani
Writers: Amit Nandwani, Mukul Upadhyay, Siddharth Shervegar
Art directors: Kaushik Datta, Pavneet Bhasin
Account management: Manav Rai Ahuja, Rajat Gulati
Planners: Rajeev Sharma, Venkataraghavan Srinivasan
Production house: Phantom
Executive producer: Vivek Agarwal
Director (film): Anurag Kashyap