Limca refreshes again, with a twist

Limca has rolled out a campaign that extends its ‘Phir Ho Ja Shuru’ (let's start again) thought. Conceptualised by Leo Burnett, this film shows a man racing against time to meet his girlfriend's father. 

 

Set to a peppy jingle, it opens with the man sleeping on a couch. He's woken up by a phone call. It's his girlfriend who starts shouting at him because he's late. He quickly gets ready and embarks on his journey. The first hindrance is an overcrowded lift. He  combats that by running down the stairs. Seeing the traffic on the road, he decides to run to the venue. Overcoming the hurdles, he gets to the venue and spots a bottle of Limca. He looks to refresh himself before meeting his girlfriend and her father. As he sips on it and replenishes his energy, he spots the servers wearing the same combination of clothes as him. He grabs another bottle of Limca and looks to run back home to change his attire. 

 

Abhijit Datta, director - flavours, Coca-Cola India, said, “Limca is a great thirst quencher and refreshes you to take on new challenges in the everyday tournamentof life. We often encounter detours and obstacles in our daily lives that can lead to physical and emotional exertion. The ad is a take on daily challenges. It is these moments of our everyday that Limca inspires us to reframe and just keep moving on. The new film will be launched on-air on the 1 June and will also feature on digital.”

 

RajDeepak Das, Chief Creative Officer, Leo Burnett, said, “Phir ho ja Shuru is about not giving up, and starting all over again after a physically exhausting task. Apt for a brand like Limca, which is known to rejuvenate and recharge by quenching your thirst. Our new commercial is quirky and uses relatable humour to drive home the message.The film is high on energy and has a peppy Punjabi track, besides a twist in the end that will surely bring a smile on the viewer’s face."

 

 

CREDITS:

 

Client: Limca (Coca Cola Company)

Creative agency: Leo Burnett

Chief executive officer, Leo Burnett South Asia and Publicis Communications India: Saurabh Varma

CCO: RajDeepak Das

President, North India: Samir Gangahar

ECD: Amit Nandwani

Creative team: Amit Nandwani, Mukul Upadhyay, Kaushik Datta, Pavneet Bhasin

Account management team: Manav Rai Ahuja, Rajat Gulati, Sheena Rustagi

Account planner: Antony Raj Kumar

Production house: Jamic Films

Director: Nikhil Rao

Producer: Akshay Uchil