Limca launches summer campaign with Kareena Kapoor!

As the scorching summers set in, Limca, India's largest and most preferred sparkling beverage in the cloudy lime segment gets ready to infuse a high dose of enthusiasm, vigor and freshness, with its 2013 summer campaign. The vivacious and effervescent Limca brand ambassador, Kareena Kapoor, urges consumers to shake away complacence and strive for bigger and better things in life, in the new communication that takes forward the idea of ‘Pyaas Badhao’.

Through this communication, brand Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner..The campaign while retaining the quintessential zest and friendliness of Limca, also sends forth an inspiring social message – urging its consumers to increase their aspirational thirst and push theirlimits to move up in life.

Talking about 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 realize 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 realizing their dreams”

In this campaign, brand ambassador Kareena Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances. The campaign encourages the youth; instilling the message of stepping out of one’s comfort zone, and not settling down till one achieves what s/he aspires for.

Speaking about the campaign, the brand ambassador and Bollywood actor, Kareena Kapoor said,"I am very excited about my continued association with brand Limca. The new TVC has a unique love angle, which makes it more special. The TVC will see me motivating a young guy to express his feelings to the girl he loves and not just sit back. The new Limca campaign is a very encouraging one that would connect well with the youth – and I am enthused by the fact that I am the torchbearer of this inspiring message”.
The refreshing communication has been conceptualized by Leo Burnett led by Executive Creative Director, NiteshTiwari. The campaign has been directed by renowned director Sainath Choudhary and produced by Vishnu Purple Films. In-addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.