Limca unveils its all-new refreshing campaign, ‘Doobo Tazgi Mein’
08 Oct 2009
Limca, the brand Coca-Cola India acquired from Ramesh Chauhan's Parle, has launched its latest communication initiative – Doobo Taazgi Mein (plunge into freshness). The initiative features model and actor Dipannita Sharma.
The initiative communicates the idea of treasuring life's moments with your loved ones over a bottle of Limca. The initiative leverages the 'water like freshness' of Limca to appeal towards freshness in an exotic way. The communication calls upon breaking away from the monotony of life and steal those blithe moments of bliss, fun and romance.
According to I Srinivas Murthy, director, marketing, Coca-Cola India, ''The latest Limca communication initiative takes the earlier idea of 'water-like freshness' and emotional rejuvenation to a next level by using water as a key aspect to freshness.''
In addition to leveraging mass media, the out-of-home creative has been conceptualised keeping in mind the need to communicate freshness and emotional rejuvenation even in a static medium. The vibrant interplay of light and colors with the soothing feel of water is the dominant themes. The 3-D Limca logo adds to the look and feel of the design.
An innovative option with actual use of water on outdoors (using acrylic design) will be executed across the key markets.
For eg, at the bus stops, there will be a hoarding with water filled acrylic sheets and 3D Limca Logo floating in it to give it a dimension of freshness. In-addition, at the shopping malls, there will be an aquarium shaped glass box which will be kept to give an affect of waves. Innovations like these will be placed all across to communicate the message.
The latest communication has been conceptualised by Ajay Gahlaut, group creative director, Ogilvy & Mather, along with Vikas Chenjong, creative director (copy), Ogilvy & Mather, and Basabjit Majumdar, creative director (art), Ogilvy & Mather.
