Kareena Kapoor Khan in new Limca advertisement

Summers are back and so is India’s ultimate thirst quencher, the refreshing, Lime & Lemoni, Limca. This time, only to quench the distinct, ‘Limca Waali Pyaas’, a thirst, unlike the regular. In the latest campaign, the country’s iconic soft drink brand in the cloudy lemon segment will further elevate the concept of ‘thirst’. This idea is being portrayed by the quintessential Limca girl, Kareena Kapoor, inspiring the Limca lovers to not just drink the refreshing, hydrating beverage but also quench their thirst under demanding situations.

The campaign, through relatable and humorous stories in travel settings, differentiates between ‘Pyaas’ and ‘Limca waali pyaas’ – i.e. normal thirst and extreme physical thirst. The idea of the campaign is rooted in a basic truth – the hotter it gets or the more physically strenuous a situation becomes, the thirstier you feel and only Limca, the ultimate thirst quencher has the ability to quench that extreme thirst.

Talking about the new campaign, Debabrata Mukherjee, Vice President, Marketing & Commercial, Coca-Cola India, said, “Limca has been quenching the thirst of several Indians for over 4 decades with its distinct and unique Lime and Lemoni flavour, staying true to its promise of refreshment and rejuvenation. This is beautifully portrayed by our brand ambassador, Kareena Kapoor in the latest communication campaign, which is a gradual progression from last year’s campaign thought. It explores the thirst dimension of the brand and takes it to a whole new level. With the summers in full swing, we are sure the Limca lovers will be all set to reach out for their bottle of Limca whenever they feel a deep thirst”.

The campaign has been conceptualized by K.V Shridhar (Pops) and his creative team at Leo Burnett.  The film has been directed Nitish Tewari and produced by Tubelight Films.In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.

Speaking about the campaign, brand ambassador and Bollywood actor, Kareena Kapoor said, “I am very excited about the new Limca campaign. This is my third year of association with Limca and it always feels great to be associated with such an iconic brand, which has been refreshing consumers for over 40 years. While I have thoroughly enjoyed working on the previous two Limca campaigns, the campaign this year is a tad bit special. I am particularly pleased with the creative work of the latest campaign ‘Limca waali Pyaas’ which I feel is so close to what I have felt after exceptional effort. As an individual, I have always strived for that little extra, and the thirst that one feels after such effort is what gets quenched only by Limca.

Commenting on the Campaign, Nitesh Tewari, says, “Limca has always been known for its thirst quenching properties. This year’s campaign builds on them and tries to establish Limca as the ultimate thirst quencher. The message is simple – when faced with situations of extreme heat and tiredness, nothing refreshes you like Limca. The commercials featuring Kareena Kapoor are quite relatable and drive home the point in light hearted manner.”