After losing the business in 2001, Leo Burnett has won back the creative duties for Coca-Cola India's lemon soft drink brand, Limca. The agency won the business following a multi-agency pitch. The other agencies in the fray were McCann Erickson, Ogilvy and Lowe Lintas & Partners.
Ogilvy was the incumbent on the business. Coca-Cola India had called for a creative pitch in January, as it was looking for fresh ideas on Limca.
In April 2011, Coca-Cola India launched a campaign to promote Limca as the 'Freshness' drink, with a new tagline, 'Do Pal Taazgi'.
Over the years, Coca-Cola has tried to introduce Limca in a new avatar every summer, with 'Freshness' as the core idea. Earlier, it has used taglines such as 'Doobo taazgi mein', 'Fresh ho jao' and 'Mazaa taazgi ka'. In 2005, the brand moved from its long standing 'Lime 'n' Lemoni' positioning and adopted 'Freshness'.