Kareena Kapoor comes onboard as the new brand ambassador for Limca

With the mercury levels rising, Limca, India's largest and most preferred sparkling beverage brand in the cloudy lemon segment, adds a dash of freshness to the summer with the launch of its latest communication for 2012 - 'Pyaas Badhao'. The new campaign increases its dose of refreshment by roping in charming and vivacious Bollywood actor, Kareena Kapoor to endorse the new campaign.

After enthralling consumers with its characteristic fresh and spontaneous communication in the past, the latest campaign now takes on a more meaningful and inspiring platform. The idea for the new campaign "Pyaas Badhao" springs from the fact that we generally get very complacent and satisfied with what we have achieved in life, be it big or small. Through the latest communication, brand Limca inspires its consumers to push themselves, get even more 'thirsty' in whatever they do, and emerge as winners. Brand Limca adds an inspiring wave of freshness, urging consumers to keep the fire alive, to push themselves a little more to achieve much bigger things in life. The TVC retains the characteristic feel of Limca, adopting a light-hearted yet sincere tone, instead of taking a preachy route.

Talking about the new campaign, Anupama Ahluwalia, Vice President - Marketing, Coca-Cola India & South West Asia, "Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, 'Pyaas Badhao', takes it to the next level - first increase your thirst and then quench it with Limca! We feel this will be inspiring and stimulating for our consumers. We have explored a more meaningful take on 'freshness' this time, going beyond instant satiation to a life changing, inspiring force. Kareena Kapoor joins the brand as the new ambassador in propagating this message to its consumers. Charming, vivacious, popular with India's youth, she is a great fit for the brand. She symbolizes this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility. We hope consumers love our new TVC and are challenged to push themselves further. ''

Speaking about the campaign, the newly appointed brand ambassador and leading Bollywood actor, Kareena Kapoor said, "I always have Limca in my fridge at home and on shoots. Chilled Limca and lots of ice. It's the perfect chill recipe to beat the summer heat. I am happy to be associated with Limca and particularly pleased with the creative work of "Pyaas Badhao". Those are the values that I grew up with and something that I challenge myself with."

The refreshing communication is being aired starting 22rd of April, and has been conceptualized by Leo Burnett led by Exec Creative Director, Nitesh Tiwari. The campaign has been directed by renowned director Nikhil Rao and produced by Jamic Films. In-addition to leveraging TV, the integrated communication initiative will also include out-of-home, radio, digital media and on-ground events in key Limca markets.

Storyboard of the Ad

Commenting on the film, Nitesh Tiwari, Leo Burnett, said, "Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand's persona. The new 'Pyaas Badhaao' campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account and we were really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the 'Pyaas Badhaao' tagline. Shooting for this with the original bubbly girl, Kareena was great fun and we hope consumers enjoy the new TVC and are challenged to always keep it fresh."