Limca has rolled out a campaign titled ‘#RukkMatt’ (don’t stop) featuring Olympic gold medalist and Indian athlete Neeraj Chopra, to highlight its new brand offering - Sportz, a hydrating sports drink.
Conceptualised by Ogilvy, the film showcases Chopra having die-hard resilience while practising his javelin throw. It showcases how Limca Sportz enables faster rehydration for Chopra, enabling him to balance higher endurance during his exercise performance. The film aims to encourage consumers to push their boundaries and have a quick to bounce back attitude.
Karthik Subramanian, director, marketing, hydration, coffee and tea category, Coca-Cola India and Southwest Asia, said, “Building on Limca’s ability to provide full-body rejuvenation so that consumers can be their most energetic, best selves in every situation, we are thrilled to announce our entrance into the sports hydration category with the launch of Limca Sportz. The beverage has been formulated through in-house innovation and extensive market testing. At Limca, we unanimously agreed that there could be no better champion of Limca Sportz than Olympic gold medalist Neeraj Chopra, who is the pinnacle of athletic excellence and embodies the true spirit of our campaign messaging #RukkMatt.”
Ritu Sharda, chief creative officer, Ogilvy (North), said, “The most important thing for a sportsperson’s regimen or anyone who is exercising, is to be able to do more and more and more, without stopping. A few steps more, one more kilometre, one more throw, one more jump, that’s the relentlessness that helps you achieve your goals. Limca Sportz is all about this, the right replenishment and hydration, and the philosophy of #RukMatt that cheers you to go on. And who better to launch this than Neeraj Chopra, who we’ve all seen sweating it out with the toughest regimen possible but never stopping at one awesome throw, one medal or one record? For all those of you who never stop and for Neeraj, we say ‘Tu #RukMatt’ (you don’t stop)!”