Limca returns once again with a fresh 'Freshness' campaign

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | April 20, 2011
While maintaining its positioning as a 'Freshness' drink, the lemon-and-lime based sparkling beverage has changed its tagline from 'Doobo Taazgi Mein' to 'Do Pal Taazgi', this summer.

With the summer season finally setting in, Coca-Cola India has launched a new campaign for its lemon-and-lime based sparkling drink Limca. The new television commercial, which presents Limca as the 'Freshness' drink, however, has a new tagline - 'Do Pal Taazgi', this season.

Conceptualised by Ogilvy India, the television commercial titled The Trail, showcases a young man, who as he passes by a girl is smitten by her youthfulness, and starts following her everywhere, till she finally reciprocates his feelings.

The agency plays upon the word freshness, with the idea of 'Do Pal Taazgi'. The new idea takes the story forward from the old one.

Speaking on the campaign, Srinivas Murthy, director, marketing -- Flavors (Thums Up, Sprite, Fanta and Limca), Coca-Cola India, says, "Limca, as a brand, stands for refreshment and emotional rejuvenation. The latest summer communication campaign -- 'Do Pal Taazgi' takes a fresh look at the emotional rejuvenation platform relevant for young adults, encouraging one to break away from the dullness of life and enjoy a few moments of freshness."

Adds Murthy, "The communication takes forward the magic of 'water-like freshness' to the next level by adding a new dimension of freshness to human emotions. The campaign is based on how a bottle of Limca can spark off a playful romantic interlude between two strangers, helping one enjoy those little moments of freshness, - 'Do Pal Taazgi', which is both transformational and uplifting."

Ajay Gahlaut, executive creative director, Ogilvy Delhi, says, "Getting a new tagline was a strategic decision. We arrived at the new idea based on the fact that every day has a moment of freshness. The new tagline is an extension of the old one."

Getting it right?

The television commercial has received mixed reviews from the advertising fraternity. While the soundtrack has been liked by industry professionals, the concept, according to some, is a reflection of the old advertisement.

Raghu Bhat, founder and director, Scarecrow, says, "The jingle is appropriately refreshing, but the visual of a guy following a girl to the accompaniment of a song is a bit formulaic. The splash as a metaphor for freshness is apt, but not highly original. The production values are good, though. The girl and boy look pretty natural. The realism of the splash is much better than the earlier renditions. Overall, it will become popular through repeat viewings."

According to Naresh Gupta, national planning director, Cheil Worldwide, the whole 'chase the freshness' concept has been captured.

"The commercial has an outstanding soundtrack. The alluring nature of freshness and the need for freshness comes out very well. Though for me, the playfulness quotient is a bit low in this commercial. The earlier story had a little more energy in it. The boy-girl interaction was more real, more enjoyable. This one is a bit slow, and for some reason, does not have the same level of playfulness," says Gupta.

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