‘Phir Ho Ja Shuru’ with Limca

Media Brief

New Delhi, August 22, 2016

Building on the Chor-Police “Phir Ho Ja Shuru” campaign, Limca, country’s leading brand in the cloudy lime segment, has further extended its campaign by introducing another TVC under the same tagline. The new ad campaign focuses on the spirit of not giving up and starting all over again after a physically exhausting task. Taking consumer engagement to the next phase, the TVC also introduces its promotion ‘Limca jahaan, recharge wahaan’. Open to individuals residing across India (except in the state of Tamil Nadu), the offer allows 10 lucky winners to win mobile recharge up to INR 1000.

Emphasizing on the spirit of being game enough to start all over again, the campaign revolves around the rejuvenation of a physically exhausted individual with Limca and getting a free mobile recharge, thus highlighting Limca’s act as a saviour on both counts. The TVC showcases a young traveler trying to locate a guesthouse in a remote hill station and as he is about to receive directions to the guesthouse he runs out of balance in his phone. The exhausted traveler with a heavy luggage reaches to a hill top. The Limca in his bag then comes to his rescue by providing refreshment along with a recharge of INR 1000.

Conceptualized by Rajdeepak Das of Leo Burnett, the film has been directed by Nitin Parmar and produced by the production house - Equinox Films.

For further information please contact:

Vibhuti Tandon

Email: vibhuti.tandon@mslgroup.com