The soft drink brand has launched a campaign with a completely desi backdrop, showing how Limca is the preferred drink in unusual and crazy Indian scenarios.
Soft drink brand Limca has launched a campaign with a new pitch, 'Limca Wali Pyaas', across TV and digital media. The ad has been created by Leo Burnett. Limca is a lime-based carbonated drink from the house of Coca-Cola beverage company.
Amit Nandwani, executive creative director, who has worked on the campaign, adds, "This commercial essentially conveys the point while integrating quirks rooted in Indian culture. The plot is not only relatable, but also drives home the point in a light-hearted manner."
However, this ad shows a shift in the central idea of Limca's commercials. While its previous campaigns focussed on refreshment, the latest one highlights thirst.
According to Dasgupta, the TG of the brand also seems to have changed, considering the imagery and appeal of this ad. "The previous ads like the 'taazgi' series, looked more premium. This ad is more realistic and will appeal to all," he says.
Meanwhile, Suresh Eriyat, founder and creative director, Eeksaurus, is of the opinion that, while the TVC captures the feel of the setting very naturally, the brand may have overdone its presence. He says, "When such a drastically different route is being used to narrate a story, you do not need to put your branding everywhere." He also adds that although the story is strong, there is a slight disconnect when it comes to convergence to the product.