Parle launches lemon drink LMN

With an eye on summer sales, Parle Agro has launched a lemon flavoured drink LMN in the market. Creativeland Asia has created the communication, and has also been involved with the name and the packaging for the new product. The new lemon drink has competition in its segment from Nimbooz, the newly launched lemon drink from the Pepsico stable.

Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia explained, “The entire process of putting the new product together from name, packaging and research etc took us about five to six months. The brief was to create a young, catchy sounding brand that could appeal to the youth and create a sizeable share of throat in the lemon drink segment in the market.”

In the TVC, a miniature man is shown making his way across the beach covered in a giant pair of trousers. As he makes his way across the sand, he encounters all kinds of hurdles. A dog chases him, a large plastic ballon impedes his way and a child starts to badger him as well. He manages to catch sight of an LMN cart, and in a bid to get a sip of the drink, bites the vendor’s legs who, in turn, drops the bottle in his hand. The miniature man drags the drink, sips from it and is instantly transformed into a normal sized man who now struts around the beach, in complete contrast to his earlier helpless self. The TVC has been shot by Ram Madhvani of Equinox Films.

Watch the TVC here:

Elaborating on the creative execution, Kurup commented, “The idea for the campaign came from the thought that when one is dehydrated, their body mass shrinks.”

“We had to cut through the clutter and make people remember the brand name. It isn’t often that a brand bases its name on an abbreviation but LMN seemed perfect for interpretation by consumers.”

Credit Details

Agency: Creativeland Asia
Copywriter and chief creative officer: Sajan Raj Kurup
Executive Creative Director: Vikram Gaekwad and Neil Flory
Creative Director: Anu Joseph
Director: Ram Madhvani
Production House: Equinox Films
Post Production: Pixion
Exposure: TV, Outdoor, Radio, On ground
Media Agency: OMD