Limca sets up cop chase with a twist, refreshes

Limca rolled out its summer campaign in mid-April, conceptualised by Leo Burnett.

 

The spot opens with a moving police van, from which someone screams asking for the vehicle to be stopped. When it halts, two policemen get out and run for cover. They are followed by a prisoner. The prisoner spots one the men hiding behind a road sign. A chase ensues, with the policeman running and the prisoner giving chase. Some onlookers notice the portly policeman struggling to keep a distance from his pursuer and are amused at the role-reversal. The policeman spots a saree drying outside an apartment. He drapes that around and manages lose the prisoner. The tired cop spots a roadside stall selling Limca. He grabs a bottle of the drink and gulps it down. As he places the empty bottle and turns towards the van, the prisoner is right before him. The latter wants to tell the cop ‘one last joke’ – the reason for his running away. As the prisoner starts his joke, the policeman pushes him away and scoots. The brand signs off saying, ‘Limca pee lee na guru, phir se ho jaa shuroo’ (Now that you’ve had Limca, let’s start again.). 

 

Credits

 

Client: The Coca-Cola Company (Limca)

Agency: Leo Burnett

Chief creative officer: Rajdeepak Das

Executive creative director: Amit Nandwani

Writers: Amit Nandwani, Mukul Upadhyay, Siddharth Shervegar

Art directors: Kaushik Datta, Pavneet Bhasin

Account management: Manav Rai Ahuja, Rajat Gulati

Planners: Rajeev Sharma, Venkataraghavan Srinivasan

Production house: Phantom

Executive producer: Vivek Agarwal

Director (film): Anurag Kashyap